Using 帝斯曼 (Di Si Man)

Brand identity fundamentals

Integrating the 帝斯曼 wordmark in the DSM brand identity

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 now, this term has mostly been used verbally and informally.

However, this now needs to change. In order to safeguard DSM against fast-emerging threats to our brand and Intellectual Property (IP) in China, we need to formalize the use of ‘帝斯曼’ by integrating this into the DSM Chinese brand identity in a way that safeguards our business, while maintaining the integrity of our brand.

This is a short guide on how to use the 帝斯曼 wordmark in a way that:

  • Protects our IP in China.
  • Works in harmony with our DSM wordmark.

Protecting our IP in China

Using the DSM wordmark alone is not enough to protect our Intellectual Property (IP) in China. For legal reasons we also need to add the 帝斯曼 wordmark in the following applications as soon as possible.

  • Website 
  • E-commerce platforms 
  • Sales contracts 
  • Online stores 
  • Product packaging

Note: you can also choose to use the 帝斯曼 wordmark with other applications like advertising and social media.

The 帝斯曼 wordmark

Our challenge has been to ensure that our 帝斯曼 wordmark is placed in the above mentioned applications without overloading the brand identity and confusing our stakeholders.

帝斯曼 and the DSM Master (1)

As you can see, the 帝斯曼 wordmark is displayed to the right of the DSM Master Logo: close enough to be part of the identity; but not clashing with the Brand Promise that sits beneath the DSM wordmark.

帝斯曼 and the DSM Simplified (2)

When using our Simplified Logo, the same application rule applies: the 帝斯曼 wordmark appears next to the DSM wordmark, but slightly closer (as there is no Brand Promise).

Note: these are the only two applications of the 帝斯曼 wordmark you should use.

How and where must we apply 帝斯曼?

It’s crucial that we make this change as soon as possible to protect our business, and as the following examples show, it’s pretty straightforward. For digital applications (where we use the DSM Simplified Logo) you can implement this change fairly quickly. For other items - like packaging, we realize this may take some time.

Website desktop (3)

The DSM Simplified Logo and 帝斯曼 wordmark are applied at the top of the page.

Website mobile (4)

We apply it the same way (except here of course, there is no horizontal navigation bar).

Please remember to follow the requirements regarding spacing and exclusion zones (5) (to avoid clashing with the navigation bar).

Digital Store (6)

For a DSM digital store or e-commerce platform, follow the same rules as for a DSM website: the DSM Simplified Logo and 帝斯曼 wordmark are applied at the top of the page next to the navigation bar.

Product packaging (7) & labels (8)

In both cases, we use the DSM Simplified Logo with the 帝斯曼 wordmark placed to the right.

Sales contracts (9)

For sales contracts, the DSM Master Logo or Simplified logo appears in the header, preferably top-right and 帝斯曼 wordmark appear top-right (thus not clashing with any other text).

Applying 帝斯曼 to non-compulsory applications

The above are compulsory applications, but you can also apply the 帝斯曼 wordmark to other applications like advertising and social media. Just follow the basic rules we’ve explained to ensure that our brand and IP remain safe & sound.

Social media (10)

Here we see the same treatment as for a website except we use the DSM Logo Lockup: which consists of the DSM Simplified Logo and a white panel with a fixed shape, position and proportion. We use the Logo Lock-up for many DSM brand applications in order to connect our logo with the accompanying message and imagery.

Advertising (11)

For advertising, we use the DSM Master Logo and 帝斯曼 wordmark within the Logo Lockup (ie, the graduated white banner).

No time to waste!

For digital applications (where we use the DSM Simplified Logo) you can implement this change fairly quickly. For other items – like packaging – we realize this may take some time. However, it’s crucial that you make these change as soon as possible in order to protect our business and precious assets in China.

Need more information?

Contact your DSM representative for more details or send an email to the Global Trademarks Center of DSM Intellectual Property.

Read more

  • Logo lock-up

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

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