Icons & illustrations guide

Brand identity fundamentals

Keep it self-explanatory & clear

Icons are hot right now and it's easy to see why; when done well they’re self-explanatory and clear.

But don’t feel obliged to use them unless they improve visual interest, grab the attention or support navigation (too many icons have been known to induce headaches in users)!

SDG icons

With the SDGs now so central to our narrative we need to respect the UN's rules and be careful how we use the icons – for example, not in combination with other icons.

1. You can show the SDG icons in two ways: white on a colored square, or colored on a white backdrop.

2. Each icon has a specific color so make sure you stick to it.

3. Remember: icons should speak for themselves, and always be in the DSM colors or the support colors (never black!)

ATTENTION: When sourcing icons, please check whether the icons are rights-free. If not, you need to get usage approval and make payment in advance if necessary.

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  • Download brand assets

    Download brand assets

    DSM brand asset downloads of core visual brand elements, images, video & b-roll, signage and publications.

  • Color palette guide

    Color palette guide

    At DSM we’re all about brighter living... so our color palette, consisting of twelve colors, is as bright as possible!

  • Core visual brand elements guide

    Core visual brand elements guide

    The core visual brand elements include the DSM logo, DSM brand promise, Di-Si-Man logo, visual device and other elements like typefaces, colors, and imagery.