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and packaging. Strongly endorsed products are true to the DSM
visual style. Lightly endorsed products have their own visual style
and identity but the DSM endorsement element has to be used in all
communications about them.
The endorsement element Brand endorser,
Product endorser and
Minimum scale 1:1 Service endorser in PMS 294
The blue or standard version for light
endorsement.
This blue version of the element must
be used for light endorsement
wherever suitable. Use on all
communication items accompanying
high-quality product, services or
brands of DSM.
Many products,
one company.
108 109 Light Endorsement
LIGHT ENDORSEMENT
*Clear space area
Positioning the endorsement element
Clear space area*
The endorsement element
The endorsement element should, as a general rule, always be
should be surrounded by an
Clear space square unit
positioned in the lower left hand corner (exceptions are made for
area of clear space, though it
whose sides measure
is permitted to blend the
internet websites). When the endorsement element is placed on
exactly twice the height of
element into a part (or all of
the letters DSM.
three-dimensional objects or on brochure covers, the rectangle should
a) photograph or illustration.
be enlarged to the left so that it wraps around the corner. The wrap
width should be at least equal to the rectangle height, making it a
square.
x x xx
x x
Size Packaging / Brochures /
Billboards or other image
Sizes for light endorsement differ from carriers.
Product name Product name
the sizes used in strong endorsement.
Scale N.A.
The sizing element for light
endorsement depends on the item on
which the element is placed. Always
use a minimum of 1/3 of the size of
the item for the endorsement element
and never make the width of the
rectangle of the endorsement element
narrower than 22.5 mm.
Minimum A-standard sizing:
A5 (width 148) = 49.5 mm
A4 (width 210) = 70 mm
A3 (width 297) = 99 mm
Endorsement element
(the overlap or wrap width should be at
least equal to the rectangle height, making
it a square).
Endorsement element
DSM Brand Book 110 111 Light Endorsement
Internet
The endorsement element should be incorporated on the home page
environment of the product brand web design in accordance with the
rules for light endorsement set in this Brand Book. The design should
always be authorized by DSM s Corporate Communications
Department.
Optional endorsement phrase
An endorsement phrase may be added to a DSM product logotype
e.g. when suppliers use DSM product logotypes on their leaflets or
other communication means. The phrase is written as:  a DSM
Brand ,  a DSM Product or  a DSM Service . The typeface should
always be Helvetica.
x
Productname
x
a DSM Product
The font size of the phrase is always 1/3 of the font size of the
product logotype. The baseline of the phrase is placed one x-height
down from the baseline of the product name. The phrase is right
aligned with the product name.
DSM Brand Book 112 113 Light Endorsement
Protecting the DSM brand
The DSM Brand Book applies to all companies in which DSM has a
majority shareholding and which operate under the name DSM.
The arrangements and agreements made in joint ventures are not
always the same. If you are involved in a joint venture which plans to
use the DSM brand, make sure that this use complies with the
relevant rules and procedures, because it is important to protect the
DSM Brand. For advice on the use of the DSM Brand and corporate
identity elements in specific situations, please contact the Design
Manager or Brand Marketing Officer of DSM s Corporate
Communications Department in Heerlen, the Netherlands.
Use the force!
DSM Brand Book 114 115 Joint Ventures
JOINT VENTURES
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