Purpose of this Document

This document comprises the Liquid Design System of Merck KGaA, Darmstadt, Germany. This design system has been created by the User Experience Strategy & Design unit, part of the Chief Digital Organization at Merck KGaA, Darmstadt, Germany, in order to establish a unified and high quality look and feel of digital products that are being developed at and for our company. We want to provide designers and developers, as well as project managers and everyone who is interested in digital product design, with a toolset for creating outstanding digital products that wear the handwriting of our company. The Liquid Design System is a living object that will develop and grow over time, as with future projects and learnings the experience of our applications should be constantly improving.

What is a Digital Product?

Liquid Design
Digital Brand
We think of digital products as pieces of software that help users to solve a certain problem. These applications generally are independent from a platform limitation. Possible environments span from mobile phones and tablets over desktop computers to virtual reality and augmented reality enabling devices. Not falling under this definition are digital services like company and product websites, social media channels, campaign microsites or marketing websites. If you need guidelines for these kinds of projects, please refer to the Digital Design Guidelines. While both approaches, Liquid and Digital Design Guidelines, aim on different purposes, they were deduced from the same brand principles. The brand principles can be requested from our branding department at branding@emdgroup.com.

Other Digital Guidelines at our Company

Digital Design Guidelines (formerly Expand)

The Digital Design Guidelines were published by Corporate Communications, complementing the relaunch of www.emdgroup.com. They feature detailed information on handling the brand and brand identity when working on digital services that fall under official brand communications. If you need access to the Digital Design Guidelines please get in touch with Group Communications. If you have any questions, do not hesitate to ask the creators of the Liquid Design System at liquid@emdgroup.com!

Bloom Guidelines

The Bloom Guidelines are for the development of HCP or Patient websites at the Biopharma business of Merck KGaA, Darmstadt, Germany. The guidelines were published by the Global Multi Channel Strategy & Execution (GMSE) department. Bloom (also known as Web Template) provides a toolkit of content, templates, components and designs. Through a dedicated rollout partner, full project management support is provided from conception to go-live of a website. If you need access to the Bloom (Web Template) Guidelines, please visit the Bloom Web Template here to find further support and contacts.

Still Not Sure Which to Use?

Feel free to try our short quiz and find out which guideline matches your project!