the merck brand - emd group...our brand identity. we use bright, bold colors in stimulating...

The Merck Brand

“There is a single light of science, and to brighten it anywhere is

to brighten it everywhere.”Isaac Asimov

1838 1912 1968 2001 20151870

Founded in 1668, we are the world’s oldest pharmaceutical and chemical company. In fact we’ve been a brand as long as there have been brands.

Innovation is the science of change, and change has long been a tradition at Merck.

Founded in 1668 in Darmstadt, Germany, by Friedrich Jacob Merck, we are now a truly global organization and have remained the world’s oldest pharmaceutical and chemical company to this very day.

Here are some examples of logos we have used throughout our history.

It’s what everybody else chooses to say about us.

Because of our actions.

It’s what we stand for in people’s hearts and minds.

It’s the things we invent. It’s the experiences we create. It’s what we add to the world. It’s what we want the future to be.

But our brand isn’t what we decide to say about ourselves.

We advance technologies for life.

Merck is the specialist science and technology company empowering those who want to make a positive difference with new and ingenious ways to create a world in which they want to live.

If science is so exciting, why must it look so dull?

Merck is a vibrant company, and a vibrant company demands a bold expression distinct from others.

In search of a way to visualize vibrant science & technology we didn’t need to look far, just closer. We found inspiration under the microscope. That is where science looks for its answers and where we look deeper than anyone else.

This fascinating world of unique forms and captivating colors epitomizes what we really are - bold, vibrant and endlessly inventive.

LogoWe are proud of our distinctive typeface, which is why it forms the basis of our all-important logo.

It is bold and unapologetic in a range of colors. Not a typical corporate mark.

ColorColor is at the heart of our brand identity.

We use bright, bold colors in stimulating combinations, bringing energy and life to the stories we tell. After all, life is colorful.

An unmistakable name

A global icon

We have invented a living symbol for our devotion to science and technology all over the world.

The vibrant M is not our logo (as we have different logos in different territories) but it does unite us. It symbolizes the experience of vibrant science and technology from Merck.

CellsShapes inspired by the forms found under the microscope.

Cells are big and bold, always intriguing and unusual in shape, inspired by microscopic objects, rather than copies of them.

Fascinating forms

smileFascinating forms

StringsColorful and distinctive patterned paths with a playful energy.

Strings add illustrate and emphasize words and pictures.

Technology broadens our

Larger than life

PhotographyWe use photography to celebrate the world Merck makes possible.

A newborn child, a revolutionary device, a newly discovered treatment, a hard-working employee - all look and feel like a part of the colorful world of Merck.

MercrobesWhenever and wherever the power of vibrant science and technology is strongest, its energy becomes so vast it can no longer be ignored. This is when we see Mercrobes, three-dimensional objects that demonstrate how powerful an effect our usually invisible work can have on the world.

MessagesWe want to tell the world about our work.

We tell stories, evoke emotion and explain the extraordinary. Science is all around us, but often overlooked, so we write with bold intention.

TypographyIllustrative words use our own distinctive typeface.

A unique blend of art and science combining organic curves with a bold technical grid, it gives us a unique voice.

Colorful character

COLoRFUL TecHNoLoGY

We brighten livesCarrying a high-resolution display in your pocket or hanging a TV on the wall was

unthinkable less than two decades ago. Our pioneering research and development in liquid crystals has made devices such as smartphones, tablets and LCD TVs a reality.

We drive brillianceWe discovered a unique technique to grow aluminum oxide platelets and turn them into Xirallic, an effect pigment that

gives the coatings of premium cars a brilliant shine.

We help save livesWhat if we could treat diseases before symptoms begin?

Merck develops products that detect tiny changes in body chemicals, making it easier for doctors to treat disease and its effects.

We look to tomorrowAging may be inevitable, but it’s also specific to every individual and their environment. Our products help scientists understand how humans age and measure the differences between the way people’s bodies react to the food they eat and the air they breathe.

We advance technologyWe want to push the boundaries of knowledge in healthcare, life science and performance materials. This is why we invest

millions of euros in research and development every year.

We nurture ideasWe are open to ideas and the people who have them. Our new

Innovation Center in Darmstadt makes this possible, designed to bring people together to advance science and technology.

We create joyWe have helped to bring more than two million babies into the world. Passionate about fertility science, we were responsible for one of the first fertility treatments

and introduced analysis tools that increase the possibility of IVF success.

We cherish lifeOur products care for humans at every stage of life; from prenatal supplements and vitamins for healthy

development, to anti-aging supplements for the elderly.

United States & CanadaWe are known as Merck internationally, except for the United States and Canada.

In these two countries, we use different names and logos for our businesses.

Please refer to “The Proper Appearance” brochure for information.

Merck KGaA, Darmstadt, Germany

In the United States and CanadaNEVER use these logos in the rest of the world.

MERCKgroup.com

Merck – Brand Book Published in April 2017 Merck, Group Communications Frankfurter Strasse 250 64293 Darmstadt, Germany

+ 49 6151-72-0 branding@merckgroup.com

W.840.593