DSM's master & simplified logos

Brand identity fundamentals

Master & simplified logos guide

The DSM master logo is the flagship of the DSM brand, our ‘badge of honor’. Which is why we need to ensure that its presentation and use are always correct. The rich color palette and overlapping layers of transparent colors give the DSM logo an organic and fluid look, representing the rainbow of diversity we embrace within our company; the unique blend of people, talents, technologies and capabilities.

Master logo

The DSM master logo (1) comprises the DSM motif (2), the word mark (3) and the DSM brand promise (4). The word mark should never be used in isolation. The motif can only be applied in isolation for the browser favicon, iOS/android icons or on social media. The position and proportions of the logo elements are fixed and should never be redrawn or modified. Elements, shapes, or effects (e.g. shading) must not be used or added.

There is no maximum size limit, but there is a minimum width of 425px/36mm (5).

Exclusion zone

When used alone, the DSM logo should always be surrounded by its exclusion zone, which is entirely clear of any other graphic devices like images, patterns, or typography. Make sure you never put the DSM logo in a constraining shape, or place it onto any color other than white.

Other languages

The Chinese pronunciation of DSM as ‘Di Si Man’ (帝斯曼) is of course unique to this country, enabling stakeholders to connect to our brand in their local language. Until recently this term has mostly been used verbally and informally, but is now integrated into DSM brand identity.

 You should never translate the word mark or DSM brand promise into other languages.

Simplified logo

The use of the DSM simplified logo (with and without the lockup) is mainly for online applications, including but not limited to websites (see the header and footer on this site for example), social media, banner adverts and eshots.

There is a minimum width requirement of 50px/18mm (1).

It can also be used on miscellaneous small print materials (e.g. packaging or sample cards where the minimum size of the DSM master logo cannot be accommodated).


Our world is a colorful place, so always try and apply the DSM logo in full color. We do appreciate however that sometimes this just isn't possible so here are the approved alternatives.

The logo should be either printed in full color or in Pantone® (PMS) colors. Please don’t combine a full-color motif with a word mark printed in Pantone® colors.

The approved Pantone® color codes are:

Embroidery & textiles

We use the same version for embroidery on textiles and defined the Madeira colors for colored threads.

The approved Madeira color codes are:


The greyscale version is for use where full-color printing isn’t possible; just ensure you use the correct master artwork – and don’t convert the logo.

Solid black/white

Use the solid black version of our logo for scenarios where our brand identity is produced using limited printing and reproduction processes.

Embossing & engraving

We also use a special version of the logo for techniques like embossing and engraving

If you need to apply the logo onto a dark background, make sure the DSM word mark is always white.

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