DSM: New Direction, New Corporate Identity

DSM (Delft, The Netherlands) has a new logo and tagline to represent the company’s efforts to transition from a chemicals company to a life sciences and materials sciences company active in health and nutrition. The new branding also points to the firm’s commitment to sustainability and a greater emphasis on its employees working together.

A new logo and the trademarked tagline “Bright Science. Brighter Living” now brand the company and cover a range of ideals, pointing to the “new” DSM, as the firm calls it.

“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 company says.

“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,” says Feike Sijbesma, CEO/Chairman of the DSM Managing Board.

DSM’s enhancement of its health and nutrition portfolio have been evident in recent acquisitions, such as the company’s acquisition of microbial ingredients supplier Martek Biosciences (Columbia, MD), still ongoing.

In other news, DSM reported strong financial results for 2010, marking 17% profit growth from continuing operations in Q4, to €170 million. “Within the life sciences business, our nutrition business continued to record very good results, whilst pharma needs improvement,” said Sijbesma.