Basics

Bringing the Cellasto brand jointly to life!

The basic elements of brand design are the corporate and Cellasto logos, dark blue color, typeface, visual style and layout principle. However, it is the people who work with these elements on a daily basis who bring the design and brand to life. It is your work that defines the image BASF has in the perception of customers and stakeholders.

More about the BASF Corporate Design

Logo

As a companion brand, the Cellasto logo must always pair with the BASF logo.

BASF Logo Rules

Logo versions

The use of the logo bar is preferred on title pages in all types of media. This enhances the brand recognition.

The square versions as well as the black and white versions are exceptions for those cases that either the definitions of specific media and/or background colors do not allow the use of the colored logo bar version.

Preferred logo in all types of media: Logo bar starts from the right (upper logo bar) or left side (lower logo bar) into the format

Use of the logo

Use of the logo bar

In any communication that uses the logo bar, position the logo bar on the edge opposite the trim. Place the Cellasto and BASF logos in the bar as large as possible, taking the protective margin into account. Provide a clear space at the top and bottom.

Layout

The height of the horizontal logo bar is determined by the longest side of the media. The height (H) corresponds to 10% of the length of the longest side. If the horizontal logo bar is too wide for the layout, please use the vertical logo bar with a height of 2H.
The logo bar will be in BASF Darkblue.
Position the BASF logo within the logo bar in the section that is farthest away from the format’s trimming.
To include text below or above the logo bar – for example, a headline – you may create a “logo bar box”, see below.

Protective margin

The BASF Cellasto logo is always surrounded by a margin of free space. This minimum amount of free space (X) is defined as 1/6 the width of the BASF logo.
There must be a divider between the two logos. The stroke weight of the divider is the logo bar height H x 0.013. The divider is always white when the two logos are inside a logo bar.

Use without the logo bar
When used without a logo bar, the size of the Cellasto logo is defined relative to the size of the media — with the consistent requirement that both logos appear in equal sizes.

Logo bar box

Placement of a text in the “logo bar box” with variable transparency.

You can position the text in a white “logo bar box” or on a white “logo bar box” with reduced opacity to ensure that it is easy to read.

This “logo bar box” is either aligned with the top or the bottom of the logo bar. The size of the “logo bar box” is determined by the amount of text.

Text alignment
The text is left aligned on the BASF logo.

Text color
The color of the logo bar is used for the title. The subtitle can be a shade of the logo bar’s color or grey. Smaller font sizes are in black to ensure that it is easy to read.

Single-color white logo with claim

Always used whenever the BASF corporate design layout is applied. Layouts with the BASF Logo in the logo bar

Templates

Single-color black logo without the claim

Office Communications with the BASF Logo and small sizes.

Office Templates

logobar, with claim, without claim

Templates

Color

Colors and their use with the logo

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 banderole design or when appearing with other brands.

Please refer to BASF Brand portal for more information on corporate colors.

For the Cellasto brand we use BASF darkblue:

The color is used as:

The preferred background for the BASF Cellasto logo
The color for the logo bar
To design colored elements used in communication

Color Darkblue
CYMK	100 / 75 / 0 / 5
RGB	0 / 74 / 180
HEX	#004A96
Pantone coated Pantone uncoated	Reflex Blue C Reflex Blue U
RAL	RAL 5002 Ultramarine blue
HKS 3000 coated HKS 3000 uncoated	42 N-100-10 42 N-100-10

Typography

Following the Corporate Design of BASF, we use the corporate typeface for Cellasto

The BASF corporate typeface is also used for Cellasto. It is easily legible and timeless in terms of design.

Please visit the BASF Brand portal for more information on typography

New Helvetica

12 Specific New Helvetica fonts are defined as the corporate typeface

Arial is used only for digital office communication.