A guide to helping customer refer to the DSM brand

As our brand continues to grow, so too does our customers’ desire to publicise their relationship with DSM.

Dear colleagues

As our brand continues to grow, so too does our customers’ desire to publicise their relationship with DSM. It’s great news for our company – provided that we handle this most valuable and precious of assets with care.

So, if you work in a customer-facing role (such as sales, account management, business development or application development) – this guide is for you.

In the following pages you’ll learn how customers (if eligible) can apply the DSM brand and our associated trademarks; why we need to manage this carefully; and how you can leverage all this to create value for all.

We hope you find it useful!

Why is managing our brand important?

Strong brands are consistent and legally enforceable brands that people know and trust whenever and wherever they experience them. Once we lose control of our brand – and the trademarks that guarantee the authenticity of our products – we run the risk of undoing all that trust and goodwill.

This is where you have an invaluable role to play, not just as a DSM employee but as a brand ambassador for our company and guardian of our brands. Because while of course we want our brand to become even more well-known, we need to maintain control of what it is known for. Here’s why.

What if we don’t safeguard our brand and trademarks?

Consider this example. Our human nutrition products are subject to very strict regulations on the claims we can make about them. But what happens if a customer uses the DSM brand a little too prominently in their marketing materials and makes unfounded or misleading claims? Even worse, what if the product is recalled? The wording of an agreement with a customer won’t be sufficient to shield DSM should these claims be made. By perceived association, DSM could be held liable even though this is not our product. The result: A fast erosion in both the trust and the value of our brand.

FACT: When third parties infringe our brand, it devalues our brand. By far the best solution is prevention rather than cure.

What happens if we lose control of our messaging?

Only one company really knows the DSM story – and that’s DSM. Our tone of voice is distinctive, as is our purpose – and of course our heritage. As a global, science-based company, this is often complex and subtle – with every word carefully weighed (and approved).

If for technical (or cost) reasons a customer is unable to print in full color, they can do so in black & white. If they cannot print our logo, they can use the DSM wordmark. 

FACT: Customers make all kinds of incorrect, misleading or untrue statements about our brand – for example a movie that claimed we invented vitamin C!

How can customers use our logo and messaging?

Whenever customers use our brand it needs to be short, simple and factual. This applies to all customers without exceptions; and it’s your job to help ensure that they understand the rules on usage – and follow them.

Use of the DSM Simplified Logo on customer packages and marcom

Customers are not allowed to use the DSM brand on their product except in the trademark ownership statement, connected to a DSM ingredient brand. If this is the case, they must have a written licensing agreement in place. If so, they can:

  • Use the supplied DSM simplified logo on their packaging along with the DSM Trademark Reference as part of their packing – once only.
  • Short, factual statements on marcoms only (listed for customers in the guide on the following page).
  • Our approved DSM brand statement one-liner for marcoms only (also listed for customers in the guide on the following page).
  • If covered under an official agreement like a joint venture or other legal agreement, the customer can use the phrase: In partnership with DSM, In collaboration with DSM or In consultation with DSM.
  • That’s it.

Using the DSM Simplified Logo on customer websites 

All DSM customers can use our brand on their websites, provided it appears only on web pages that either specifically reference suppliers; or that feature the specific product/solution that DSM is associated with. They can use:

  • The DSM simplified logo.
  • Our approved DSM Brand Statement: we have two versions (see page 9).
  • Short, factual statements (listed for customers in their standalone guide).
  • Links to relevant DSM web pages for more information. Even better, a QR code – in which case you’ll need to create a dedicated landing page.

ATTENTION: if the customer buys only a finished product from DSM, they can refer to us as their supplier and include our simplified logo along with other supplier logos – on their dedicated supplier page only.

DSM branding for images & video

Our basic rule is that customers shouldn’t use any images, video or unapproved passages of DSM text in reference to DSM other than those referenced in this guide unless they have an explicit approval. For example, if a customer wants to feature a DSM video on their website, they need to first obtain a video license from us or include a link to the official DSM channel.

Walking customers through the rules

On the next page you will find a guide for customers that outlines how and where they can apply our brand and trademarks, complete with relevant examples. if you have any question contact the Global Trademarks Center of DSM Intellectual Property or send them an email.

Dear customer

We’re proud to work with you and are delighted that you want to refer to the DSM brand in your packaging & publicity. This short guide shows you how to reference DSM, DSM trademarks and key messages:

  • On your product packaging.
  • In your marketing materials.
  • On your website.

Your DSM contact person will be happy to explain this in more detail. However, in summary, we have a responsibility to ourselves and our customers to ensure that any statements made – especially the way our logo and trademarks are used and referred to – are 100% correct. 

Using the DSM Simplified Logo for ingredient brand packaging

You can use the DSM Simplified Logo on a product pack if you have a Trademark Licensing Agreement in place for the ingredient being referenced.

(1) You must use the DSM Trademark Reference – which consists of our simplified logo and the trademark itself – either on the product label usually found on the reverse of the pack, or underneath it.

(2) You also have the option of including a link to the DSM website or a QR code (if relevant).

EXAMPLE: Here you see a product pack produced by a DSM customer. Note, the DSM Trademark Reference should never appear on front of pack. Only as shown in this example.

Please use all DSM Trademarks in accordance with the product brand guidelines included in your Trademark Licensing Agreement. When using our simplified logo on packaging, please remember to ensure that it’s surrounded by clear space with a minimum typeface size of 0.8pt.

If for technical (or cost) reasons a customer is unable to print in full color, they can do so in black & white. If they cannot print our logo, they can use the DSM wordmark. 

Using the DSM brand and trademarks on your website

You can only use the DSM brand and trademarks on web pages that either specifically reference your suppliers; or that feature the specific solution that DSM is associated with.

You can use:

  • The DSM Trademark Reference (1) (as clarified on page 7, this includes the trademark and DSM simplified logo only).
  • Either our Ingredient brand or DSM Brand Statement (2) (see list on page 9).
  • If no Trademark Licensing Agreement is in place a short, factual statement about your relationship with DSM is allowed (see list on page 9).

That’s it!

The DSM Brand Statement for websites and marketing material

For websites and marketing material you are allowed to use one of the following DSM brand statements. Please make no other edits or alterations to the text.

DSM Brand Statement

DSM is a global science-based company active in health, nutrition and sustainable living – with the purpose of creating brighter lives for all.

Ingredient Brand Statement

This product is made with [ProductBrand®] from DSM – a global science-based company with the purpose of creating brighter lives for all.

 

DSM Factual Statements

There are three of them: short, simple and factual. You can use the statement that reflects the business relationship you have with DSM.

Finally…many thanks for your co-operation

To keep things simple and consistent we ask that you use these brand and trademark elements only in your packaging and publicity materials.

If you want to know more about usage of our brand, please get in touch with your DSM contact person. They know all the details and will be happy to explain further. And thanks once again for your support of our company – and brand.

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

Customers are not permitted to use any other elements of the DSM brand, including visual identity, color palette and imagery.

Related downloads

DSM Customer Guide
(PDF)

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