DSM's logo lock-up

Brand identity fundamentals

Locking the logo to the message

We use the logo lockup for most brand touch points and applications including advertising, brochures, web banners, PowerPoint presentations and so on.

The logo lock-up consists of the logo and a white panel with a fixed shape, position and proportion and its job is to connect the DSM logo with the message and image (or visual device).

The logo lock-up is available with both the DSM master and simplified logos. On both the logo is fixed within a white arch.

Master logo lock-up for offline applications

For offline applications (brochures, advertisements, posters etc.) there are two default lock-ups for use across the bottom of an application and one version for use across the top of an application.

The standard option (1) should be used when the entire background is filled with an image or wave device.

The extended master logo lock-up (2) should be used to divide the page vertically in two (image/visual device above with white space below).

The master logo lock-up can be used at the top of an application if better suited than either of the other two options (3).

Simplified logo lock-up for online applications

For online applications (websites and html e-mailers) the DSM simplified logo is shown in isolation with no logo lock-up. However, for PowerPoint content slides and online banners, the simplified logo lock-up is used in standard (1), extended (2) and on top (3) formats.

The size and position of the logo lock-up is open, however, acceptable size options are supplied in the various templates. Ensure the exclusion zone around the DSM logo is respected on all applications.

You can crop all the DSM logo lock-ups in various ways (see below) and the size might need to be adjusted sometimes.

Alternatives

The size and position of the logo lock-up is open, however, acceptable size options are supplied in the various templates. You can also crop all the logo lock-ups in various ways and the size might need to be adjusted sometimes as in the following examples, but in all cases ensure the exclusion zone around the logo is respected.

Master logo lock-up offline

Master logo lock-up offline

Simplified logo lock-up online

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