DSM marks its transformation with new brand
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’.
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.
Feike Sijbesma, CEO/Chairman of the DSM Managing Board, said: “With the portfolio restructuring completed, with our new strategy that focuses on growth, with the culture change on the road, and with our One DSM philosophy, this is the time to mark the new DSM, internally and externally.”
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.
The DSM brand also comes with a new logo. The new logo conveys brightness. But it conveys a whole lot more besides: 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 in a variety of businesses (nutrition, health and materials). The logo also conveys dynamic motion, a sense of movement because the company is constantly looking to evolve in an ever changing world and has great track record in doing so.