Video guide

Brand identity fundamentals

Capturing 'brightness' on film

The feel of every DSM video should be in line with the DSM Brand Promise. As with still photos all footage should preferably be colorful, bright, vibrant, dynamic and optimistic. Remember, ‘Brightness’ forms the heart of our brand promise.

All videos should end with the DSM animated logo.

DSM animated logos

The standard animated logo features the DSM Brand Promise (either on a transparent or white background) followed by the DSM logo lock-up. The animated logos are available in English and Chinese and in 16:9 (standard) and square versions (for social media).


For videos related to sustainable solutions, you can use a version of the animated logo which includes our purpose title, CREATING BRIGHTER LIVES FOR ALL (CBLFA) on a transparent or white background.


In very exceptional cases, the CBLFA can be replaced with a campaign title before the animated logo. This right is exclusive for campaigns with significant revenue opportunity either now or in future and have an annual brand spend of at least €300k to €500k per year/market segment and must be formally approved by GC&B. Once approved, we will then create and provide the campaign animated logo for your use.


The above source files can be downloaded by clicking on the 3 vertical dots icon in the respective video player and selecting download.

You can also download the full DSM animated logo suite that includes both the standard and square video files here.

For more information and/or a request for applying a campaign title, please contact

Video: hints & tips

We all love a good movie, so here's a few tips and tricks to help you make a start.


  • Make sure film footage looks fresh and bright.
  • DSM’s corporate language is US English.
  • The tone of voice should be positive and dynamic when talking about Bright Science, Brighter Living.™ Music should be bright and optimistic and reflect the subject matter.
  • Only use visuals and other special effects when necessary or functional.
  • When sourcing photography, film footage, music or any other materials, always check whether they are rights-free. If not, you need to get usage approval and make payment in advance if necessary.


  • Avoid dark environments.
  • Avoid pale and unattractive backgrounds like office or hallway walls.
  • Avoid clichés and over-stagedsituations.
  • Don’t overdo it with ‘bright’ metaphors. Stay down to earth.
  • Don’t use over-styled models. Stay authentic.

Interviews or quotes

  • Ensure the person speaking is looking at the camera if they are directly addressing an audience.
  • Ensure interviewees are filmed ‘off shoulder’ (i.e. they are looking at the ‘off-camera’ interviewer to the left or right of the camera - and not looking directly at the camera).
  • Keep the quotes as short and to the point as possible.
  • Switch between medium (head to waist) and close-up (head to shoulder) shots to create dynamic footage.

Read more

  • Download brand assets

    Download brand assets

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

  • 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.

  • B-Roll Footage

    B-Roll Footage

    It’s always handy to have good B-roll footage up your sleeve – because you never know when you might need it.