For us, our brand is more than just a logo. Our brand is a promise, to our clients and customers and to ourselves. It pledges our initiative every day anew to achieve our goals. Our brand promises unparalleled expertise and capabilities in driving forward the businesses of our clients and customers, and that we keep this promise with passion. Our whole organization lives and breathes our clients’ and customers’ businesses and is enthusiastic to maximize their success.
About our brand
In 2008, DKSH embarked on a global branding initiative with the aim of establishing DKSH as a strong global services brand for the entire Group. In this process we repositioned the company, and created a distinctive new business category, “Market Expansion Services”. This expression clearly specifies what we do best: helping other companies and brands to grow their business in new or existing markets.
The fantree – symbolizing our business
The fantree has been our company's brand mark for over 100 years. It symbolizes our long heritage of truly belonging to the places where we do business. It also stands for DKSH’s unrelentingly enterprising spirit and the unique combination of versatility and adaptability that is at the heart of our company.
The fan of leaves represents our many activities; the red color in the logo may be taken as a reminder of our Swiss heritage; and the firmly rooted fantree as a whole symbolizes our deep connection with Asia.
Reportedly, a fantree trademark was employed by the Saigon bureau of Diethelm & Co. Ltd. as early as 1899. At that time, the fantree served as a symbol for the Diethelm merchant house. It later evolved into the official logo of the merged Diethelm Keller Group and ultimately into that of DKSH.
The fantree takes its name from the distinctive cluster of foliage branching out from the top of its stem. This uniquely striking plant is often known as the “traveler’s palm”. This is because thirsty travelers were able to find water in many parts of the tree, which can hold up to one liter of liquid. According to legend, if a traveler stands in front of a fantree and makes a wish in good faith, the wish is certain to come true.