DSM's brand signature

Brand identity fundamentals

The DSM Signature

The DSM signature consists of the master or simplified logo (with the master version incorporating our Bright Science. Brighter Living.™ brand promise) plus the DSM activity descriptor Nutrition, Health, Sustainable Living.

Signature components

A. Logo

We use the simplified logo (1) rather than the master logo for digital and online touchpoints, like the header of this website for example. It’s simple, striking and far easier to read (with no brand promise) - which in turn boosts our overall brand presence.

Use the DSM simplified logo for other online applications such as PowerPoint content slides, HTML e-mailers, online banners and social media memes.

Use the DSM master logo (2) for offline applications like advertisments, posters, brochure covers, PowerPoint title slides and for the closing frames of films and animations.

And remember you should only apply the DSM motif (5) in isolation for the browser favicon, as well as iOS / android icons and on social media.

B. Brand promise

The DSM brand promise (3) is mostly applied in white and placed over an image or visual device, as you can see in the banner at the top of this page..

The DSM brand promise can also be applied in 100% Cyan + 24% Magenta; or in black on a white backdrop.

When writing prose, make sure you follow the conventions of full stops with the trademark symbol. For example; Bright Science. Brighter Living.™

We’ve kept the size and position of the DSM brand promise open. Of course it should be prominent, preferably working with the heading. You’ll see that our preferred sizes and positions are locked into the various templates.

A few final golden rules: Don’t use other colors or change elements. Never italicize or stretch the DSM brand promise in any way; and never remove the Trademark™ symbol.

C. Activity descriptor

DSM's activity descriptor Nutrition, Health, Sustainable Living. (4) summarizes what we do. You can find information on using the activity descriptor in combination with the master logo here

Read more

  • Logo lock-up guide

    Logo lock-up guide

    We use the logo lock-up for most brand touch points and applications including advertising, brochures and PowerPoint presentations.

  • Photography guide

    Photography guide

    We want to tell captivating, powerful stories with our images and to be consistent across all our markets and businesses because we are One DSM.