New corporate identity for DSM
Royal DSM introduces a new company brand: "Bright Science. Brighter Living". The new brand is symbolic of the transition to the 'new' DSM.
As the transformation of DSM from a chemical company into a Life Sciences and Materials Sciences company active in health, nutrition and materials is complete, a new corporate brand is a logical step. It demonstrates very clearly – to customers, suppliers, shareholders, the communities in which the company works as well as to DSM employees – that DSM has turned a page. The new brand is symbolic of the company's transition to ‘the new DSM’.
According to DSM, the new brand is a reflection of the overall positioning of the company. It stands for the DSM strategy, DSM culture and the way DSM wants its employees to work together. It represents the company’s sustainability value (working with a triple bottom line of People, Planet and Profit thereby creating value for all stakeholders) , the One DSM philosophy (based on the realization that DSM can only fulfill its strategic goals if it operates as one united team across the globe) and it fits with the DSM mission to create brighter lives for people today and for generations to come.
The new DSM is summed up by the new tagline: "Bright Science. Brighter Living". DSM uses its science and innovation in partnership with its customers to create products and solutions that make a positive difference to people lives.
Next to the new tagline the brand also comes with a new logo. The mix and overlay of colours represents the diversity of DSM people and the combination of DSM global talents and technologies, working together to create innovative and sustainable solutions in a variety of businesses (nutrition, health and materials).
Related website: DSM
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