Logo
Introduction
Our logo is one of our most important brand elements and our most significant visual clue. It is more than just the name of our company, but a symbol for our brand and a reflection of our purpose.
In this section, you'll learn how to use and apply primary, secondary, and tertiary versions of this super important asset.
Please bear in mind that our identity is not just the logo, but all the elements (font, photography, tone of voice etc) together.
Primary Logo
This is the dsm-firmenich primary logo.
The Three Dots symbol represents an object in motion. But it's also more: it is a vessel to a broader set of meaning.
It is the visual depiction of our three forces, a perpetual movement towards the future, the striking leap to progress, it is an evolving conversation, two companies becoming one...
This is the dsm-firmenich primary logo, which has white and black versions as shown.
Here is an example of the primary logo in an application.
Elements of the logo
The logo is made up of two different elements, the wordmark and the symbol. These should not be altered or distorted to ensure it's distinctiveness and stature.
Exclusion zone
Both components of the logo allow for a clear space area. No other elements should enter this exclusion zone.
Minimum size
For optimum legibility it is recommended that the primary logo and symbol are not used smaller than the minimum sizes shown here.
Animated version
The animated version of the logo conveys a sense of movement and progress where the dots and the logotype gradually appear together, while interacting with each other.
This version can be used in digital environments when a more dynamic look is needed.
Full guidelines can be found in the “Motion and animation” section.
Logo, company name and Business Unit names
When writing the company name in any application, remember to use lowercase letters.
Secondary Logo
This is the secondary logo which has white and black versions as shown.
Here is an example of the secondary logo in application.
Exclusion zone
The secondary logo has a defined clear space area. No other elements should enter this exclusion zone.
Minimum size
For optimum legibility it is recommended that the secondary logo is not used smaller than the minimum sizes shown here.
Animated version
The animated version of the logo conveys a sense of movement and progress where the dots and the logotype gradually appear together, while interacting with each other.
This version can be used in digital environments when a more dynamic look is needed.
Full guidelines can be found in the “Motion and animation” section.
Tertiary logo
This is the tertiary logo which has white and black versions as shown.
The white version of the logo has transparent lettering so it takes on the background color.
The tertiary logo should only be used on selected high-visibility applications. Please contact the Brand Team via branding.support@dsm-firmenich.com for alignment on use of the tertiary logo and the file.
Exclusion zone
The tertiary logo has a defined clear space area. No other elements should enter this exclusion zone.
Minimum size
For optimum legibility it is recommended that the tertiary logo is not used smaller than the minimum sizes shown here.
Symbol
This is the standalone symbol which has white and black versions as shown.
The standalone symbol version will be only used in very exceptional situations (e.g. signage) and after written approval of the brand team.
Here's an example of the symbol in application.
Exclusion zone
The symbol has a defined clear-space area. No other elements should enter this exclusion zone.
Minimum size
For optimum legibility it is recommended that the symbol is not used smaller than the minimum sizes shown here.
Application
Here we give guidance on the best way to apply the black and white logos on different backgrounds.
On colored background
To guarantee perfect legibility, here are the basic rules of application of the logo on colored backgrounds.
On monochrome background
To guarantee perfect legibility, here are the basic rules of application of the logo on monochrome backgrounds.
On photographic backgrounds
To guarantee perfect legibility, here are the basic rules of application of the logo on photographic backgrounds.
Don'ts
Here are some examples of logo treatments and applications to avoid.
- Don't delete any logo element
- Don't alter the logo proportions
- Don't change the position of the logo elements
- Don't change the proportions of the logo elements
- Don't rotate the logo
- Don't change the position of the logo elements
- Don't underline or highlight the logo
- Don't modify the typography
- Don't apply graphic effects to the logo
- Only use specified colors or patterns for the logo
- Don't use the logo in the outline
Company name
Important note on our company name
Our company name should always be written as dsm-firmenich, in lowercase and connected by a hyphen -- not an en-dash or em-dash. This styling applies even at the beginning of a sentence. The only exception is in official legal documents, where the name is presented as DSM-Firmenich AG. This distinction ensures consistency across all communications while respecting legal requirements.