DSM, the Dutch multinational active in health, nutrition and biosciences, introduced its most recognizable logo in 2011 as part of a corporate rebrand. The mark, designed by UK brand agency Coley Porter Bell, replaced a solid blue hexagon that had identified the company for decades.
Design and History
DSM’s first logo, a circle containing three cooling towers, was replaced in the 1960s by the well-known hexagonal logo that symbolized the company’s transition from a coal mining operation to a bulk chemicals business.[1] The former logo, a blue hexagon later complemented with the “Unlimited” tag, was described by the company as solid and dependable, representing strength, proud history and dependability.[2]
On February 23, 2011, Royal DSM introduced a new company brand, “Bright Science. Brighter Living.™”, marking the completion of its transformation from a chemical company into a Life Sciences and Materials Sciences company.[3] The rebrand was executed by Coley Porter Bell, which provided a new corporate identity, visual language, logo, brand architecture and strap line.[4]
The new logo is made up of overlapping layers of transparent colours, with a white hexagon at the centre that references the previous identity and creates a bright spot where all disciplines and technologies converge.[4] The company stated that the mix and overlay of colors represents the diversity of DSM people and the unique combination of DSM global talents and technologies, working together to create innovative and sustainable solutions.[3]
Meaning and Symbolism
The 2011 logo conveys brightness and dynamic motion, a sense of movement because the company is constantly looking to evolve in an ever changing world.[3] The blue colours in the palette were drawn from the heritage of the company to retain a sense of confidence, credibility and trust, while fresh, vibrant colours were added to bring an optimistic, emotive and energetic spirit to the identity.[4]
The logo was supported by a flexible visual language created from the same colour palette and shapes, implemented across stationery, brochures, advertising templates, digital applications and events.[4]
Typography and Design
Coley Porter Bell also produced detailed brand guidelines mapping out how the logo and colour palette should be used, as well as describing the tone of voice, writing style and use of language.[4] The wordmark “DSM” and the company symbol (the hexagon) were used together to identify the company, with the logo intended for use in dark blue among the primary brand colors.[5]
In May 2023, following the merger of DSM and Firmenich, the new company dsm-firmenich unveiled a new logo that embodies bringing together two iconic organizations in a merger of equals, symbolizing the company’s mission to combine the essentials for living with what is desirable for consumers and more sustainable for the planet.[6]
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