Get an introduction on BASF branding topics and more! NEW Documents are now available for the onboarding as Brand Champion and Brand Manager.

Anwendungsbeispiele aus der BASF Branding-Welt. In dieser neuen Rubrik finden Sie Beispiele, wie Branding auf verschiedenen Kommunikationsmaterialien, für drinnen und draußen, Events und Messen und mehr umgesetzt werden kann.

The BASF logo is the visual expression of the BASF brand. It marks the publisher on all communication materials and connects the message to the BASF brand.

The visual style determines the appearance of BASF. We have specific possibilities to strengthen the BASF brand in its appearance. As we are all ambassadors of the BASF brand we should always ask ourselves: What strengthens the BASF brand and how can I contribute to this?

“We create chemistry for a sustainable future” is our corporate purpose. Together with our values "creative" "open", “responsible” and “entrepreneurial” this is the basis for the BASF brand value proposition.

“What strengthens the BASF brand and how can I contribute?” The basic elements of our corporate design are the BASF logo, corporate colors, typeface, visual style and layout

Color is not part of the BASF logo. The BASF logo is always black or white and it is placed on a background in one of our corporate colors, e. g. in the logobar design or when appearing with other brands.

After Legal Closing, all corporate communications measures should be produced in accordance with BASF Corporate Branding. All rebranding activities are designed to support and strengthen the businesses while fitting the related business plans.

The BASF logo strip is used for PC monitors, tablets and smartphones. The companion brand (formerly field 2,3 brand) is placed in the logo strip next to the BASF brand, separated by a hyphen. Photos, illustrations, icons, maps and infographics …

A strong brand is critically important to BASF’s success. In today’s volatile and fast-changing world, we need to continuously elevate and strengthen our brand to ensure it provides orientation, differentiates us and represents our values in a way that resonates with audiences.