The company said its new brand reflects its overall positioning. 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.”
Next to the new tagline the brand also comes with a new logo, which conveys brightness. 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).