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DSM Unveils New Corporate Brand, Logo, Tag Line

February 24, 2011

"Bright Science. Brighter Living" reflects new strategy.

With itsportfolio restructuring complete, DSM has unveiled its new corporate presence, complete with a new logo and tag line. According to the company, the new DSM is summed up by the new tagline: “Bright Science. Brighter Living.”

The new brand is a reflection of the overall positioning of the company, according to DSM, and stands for the company’s strategy, its culture and the way DSM wants its employees to work together.

“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,” said Feike Sijbesma,
CEO/chairman of the DSM managing board.

The new logo features a mix and overlay of colors that is said to represent 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, according to DSM.

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