Helpdesk

Our brand is designed to capture the ambition of our new business. This ambition is to be more than just a merger of two brilliant companies, but a category of one, unique in the world. Indulge yourself and read much more about dsm-firmenich brand strategy.

On Day 1, we launched a basic set of brand applications and Brand Guidelines. A complete brand transformation is a vast and complex operation that has an impact throughout the whole company, including all departments, functions, and business units. To gain more insights into the strategic and tactical aspects of our rebranding, we are performing an impact analysis to gain deeper insight into how our  brand strategy and visual identity will impact different parts of our business. The outcome of this analysis will be a rollout plan, giving shape to our transformation. Part of this rollout plan will be a go-to-market strategy for our businesses.

Our full brand identity will change. However, this will not happen overnight. An in-depth impact analysis will be carried out across our company. Based on the analysis, and in combination with a clear priority setting, we have defined a phased rollout plan to give in-depth insight into timelines and priorities for the many touchpoints we have in our company. 

It should always be written ‘dsm-firmenich’ in lower case (i.e. adidas) including at the beginning of a new sentence, and the two words should be connected by a hyphen (i.e. not an en-dash or an em-dash).

We have a clear and singular purpose for our brand and business:
We bring progress to life. We use “life” alongside progress to demonstrate the positive contribution we make to our people and our planet: improved wellbeing, better nutrition, better health, and beauty (both mental and physical).

Our descriptor explains what we do in brief: We are innovators in nutrition, health, and beauty. We reinvent, manufacture, and combine vital nutrients, flavors, and fragrances for the world’s growing population to thrive. We bring progress to life by combining the essential, the desirable, and the sustainable. We can solve some of the biggest tensions between what people individually want, what we collectively need, and what our planet demands. By combining these three forces, we can be a category of one, accelerating progress for people and the planet.

To guide us on our journey, we have identified three values:

Shape the future: We are curious and open-minded. We’re cutting-edge scientists, breakthrough innovators, and passionate creators with more than a century of expertise. We take joy in building a way forward with our customers. We are a beacon. When others want to know how to change the world, they look to us.

Be a force for good: For us, integrity is the only way forward. We are responsible and purpose-led, with a legacy to prove it. We are passionate about constantly raising the bar. Because caring about customers, communities, people, and the planet is the right thing to do. And it’s the only way to grow an enduring, profitable business.

Own the outcome: We make bold commitments to customers and each other. And we go above and beyond to fulfill them. The thing to remember is that we’re part of the solution. We’re empowered to make courageous decisions at the right level. And we hold each other accountable – individually and collectively.

Together, with our customers. We are one team – customers and stakeholders included. We’re inclusive. We value our differences. And we learn from each other. We remove barriers that separate us. We look after each other’s safety and wellbeing. We set each other up for success and we help each other grow. Plus, we have fun doing it.

Transforming an organization shouldn't be taken lightly. It's a big operation and certainly isn't just a matter of replacing some logos. A rebranding is routed in our company strategy and unfolds into a brand strategy, which has an impact on everything that happens across our businesses. To better understand the strategic and tactical aspects of our rebranding, we are performing an impact analysis to gain deeper insights into everything that will be impacted by our transformation. This goes far beyond the visible touchpoints of our organization. It also touches the go-to-market strategy of our businesses and their underlying product portfolio, and the way we organize our brand architecture. Once the rollout strategy has been defined, we can give more precise information on when the full transformation will be complete. In most cases, it takes between one to three years to complete the entire transformation process.

Yes, the rebranding will be mandatory for all parts of the company. We believe that a unified brand identity is important for strengthening our brand recognition and creating a cohesive presence in the market. We will continue to provide guidance and support to ensure that all parts of the company are able to successfully adopt the new brand identity. We have established a Brand Council across BUs to evolve and deploy our Masterbrand in a unified way, aligned with the BU needs and our key priorities. 

We expect all employees to embrace, support and ultimately live the new brand identity. This includes using updated brand assets, such as logos and templates in your work, and following new Brand Guideline to ensure consistency in messaging and design. We will provide training and resources to support our employees in this process to ensure a smooth transition to the new brand. If you wish to receive latest brand updates and be part of Brand Network calls, please send an email to branding.support@dsm-firmenich.com.

The Brand Center is the go-to place for all our employees to find guidelines, assets, and templates and help apply the new brand in all that you do. If you need additional support, please reach out to the Brand Support Team via the online form on Brand Center.

A strong brand is closely tied to a strong culture. We have identified three values: Shape the future; Be a force for good; Own the outcome. These values guide our mindset and behaviors, and together with our customers, we can act as one team to achieve them.

The governance of our rebranding is organized through a dedicated branding team. We have the Brand Council, represented by members of the BUs, BPs, and the Brand Team from Group Communications.

The Brand Team in Group Communications is responsible for the rebranding. Together with the BUs, we define a framework and brand architecture to develop the Masterbrand across the BUs. However, it's worth noting that we all have a role to play in ensuring the success of this rebranding initiative. We encourage you to embrace, support, and ultimately live the new brand identity and actively promote it in your work.

We monitor progress and compliance through regular check-ins with the Brand Team and other stakeholders. We also aim to monitor dsm-firmenich brand equity growth.

You can find the latest Brand Guidelines on the Brand Center.

Our corporate language is US English. We also recognize the importance of communicating with our employees in their local languages. As a result, some of our materials will be available in different languages. In time, the corporate language policy will be published.

You can send your request via the online form on the Brand Center.

The rollout plan will give insight into WHAT (what elements are being developed), HOW (ownership, who will have to do what), WHEN (timelines), and the prioritization and budget allocation linked to all the touchpoints we have in place across the company. Visit our rollout plan.

To ensure effective coordination and decision-making process, we have established Brand Council. The Council is comprised of carefully selected individuals from across BUs and key departments. They will play three roles:

• To proactively plan and manage the rollout of the brand across the business
• To collect and prioritize the key brand related requests so they are addressed in a timely and efficient manner.
• To sign off any brand related work needed 

Fast-track rollout of signage office rebranding at 5 key locations are currently on the way. A wider brand rollout will start in the coming months.  

Do not use the legacy DSM or Firmenich brands for any company related (corporate) communication. Do not use the legacy DSM or Firmenich identities for new business brand campaigns. Do not mix the new brand identity with the legacy DSM or Firmenich identities in for example customer-focused presentations or materials. Do not experiment beyond the guidelines.

Follow the dsm-firmenich brand guidelines. Use dsm-firmenich branded materials for MS Office Assets (Outlook signature, PowerPoint, Word, MS Teams background) to promote our new brand identity. Apply the new brand when creating new business materials or campaigns. Please send your materials for review & approval to branding.support@dsm-firmenich.com.

When re-ordering out-of-stock materials such as packages, labels, business cards, etc., please make sure you do not order big amounts in case some information still needs to be changed. 

Yes, you can continue working with your own agencies. However, all new creative work should follow the dsm-firmenich brand guidelines and be submitted to the brand helpdesk (branding.support@dsm-firmenich.com) for review and approval.

You should rebrand the materials with the dsm-firmenich branding following our branding guidelines. We also suggest that you check with your BU Brand Council member for visibility and next steps.

The approval process typically involves submitting your design or application to the Brand Team through the helpdesk. We will assess the design's compliance with Brand Guidelines and provide feedback and necessary changes if needed. Once the design is approved, you can proceed with applying the brand.

Brand consistency and brand compliance is crucial to grow our brand equity. Therefore, styles that are not in alignment with the Brand Guidelines or campaigns that are not routed from the brand strategy are not acceptable. For all new creative initiative and/or campaigns, please refer to the Brand Center and submit them to the brand helpdesk (branding.support@dsm-firmenich.com).

The color palette can be used in different intensities to help flex the brand language and meet different context and touchpoint needs. In communications with many colored items, please make sure to choose colors that complement each other. For example, do not use only dark tones or light tones, but mix and match colors with different intensities and luminosity. For more information, please refer to the 'Color' section of the Brand Guidelines.

No, there is no entity within the company that can claim color exclusivity. We are a multi-color brand and every entity is free to select the color they want.

The dsm-firmenich world is full of life and we bring progress to life. The colors have been inspired by real life to convey the true palette of the world we live in.

We offer a diverse range of templates for your convenience, including Microsoft Office applications, business cards, newsletters, invitations, posters, banners, and more. To access all available templates, we invite you to explore our "Templates" section on Brand Center. 

The templates for Microsoft Office applications are directly accessible via the application. For other templates, please refer to the 'Template' section on the Brand Center to learn more. 

The templates are directly accessible via the application of PowerPoint and Word. Please refer to the 'Template' section in the asset library on the Brand Center to learn more.

We have a set of approved dsm-firmenich backgrouds available, which we encourage to use to express our new brand identity when interacting with our stakeholders. Please refrain from creating new Teams backgrounds.

We aware of the issue – the scalability on mobile templates are not yet scalable on all devices, but we are working diligently to resolve the problem as soon as possible.

To apply the new brand identity in a video, start by using the new brand colors, typography, and logo throughout the video. We must ensure that the texts are legible and consistent with the brand. For motion & animation, please refer to the motion principles on the Brand Center. When choosing images or footage, make sure they are in line with our brand's values and tone. Use the  brand outro animation to add a cohesive and professional look to the video.

You can find the outro animation in the asset library under the motion and animation section on the Brand Center.

For motion & animation guidelines, please refer to the Motion and Animation section under "Guidelines" on the Brand Center.

We highly recommend utilizing dsmf-firmenich branded business cards. Should there be any anticipated changes in the near future, we advise against printing large quantities.

To order business cards, you will have to find a local supplier.

Access badges are to be implemented at our top 27 sites by the end of March 2024. The timeline for extending this rollout to the remaining sites will be determined following the completion of the initial phase.

To introduce our new brand, we created two videos: a visual introduction to the brand and a video that tells the story of our brand through voice over.  Both videos can be found in the ‘Publications’ section on the Brand Center.

The Brand Reveal Video is currently available with English and Chinese subtitles.

The Brand Reveal Video is for both internal and external audiences. However, please be aware that before you broadcast this on an external media channel that the image and sonic/tune licenses are in place.

You can share the link of the brand reveal video internally, online as well as at events. You may not broadcast the video on TV. For particular usage, please contact the Brand Team via branding.support@dsm-firmenich.com.

You can find the boilerplate in the asset library on Brand Center.