Bright identity

Koninklijke DSM NV is a global group that operates in the area of health and nutrition. It employs 22,000 staff who generate a net annual turnover of around € 9 billion.

In 2011, DSM changed its brand identity. It no longer wanted to be seen as a chemical group, but as an organisation that is active in the areas of health, nutrition and materials. This involved updating the group brand and adding the tagline ‘Bright Science. Brighter Living.’ to the logo

We were asked to support the rebranding in a number of key areas: analysing and tightening up the budgets, analysing the feasibility of various implementation scenarios and rolling out the signage, wayfinding, business cards and corporate wear at DSM’s sites worldwide.

Global brand, local strength

Thanks to our expertise and extensive market knowledge, and through the application of our ‘global brands, local approach’ strategy, we were able to provide DSM with the best possible support during its rebranding. The new DSM brand was implemented in a cost-efficient and consistent manner. At the same time, we improved brand processes and realised significant cost savings for the company. A brand portal and correspondence system that we introduced offers support in relation to the new DSM brand.

This project was managed by our member NykampNyboer.