Basics

Together we bring the Credenz^TM brand to life for soybean growers and our own internal teams.

The basic elements of brand design are the corporate and Credenz logos, colors, typeface, visual style and layout principles. 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 how this brand is perceived by customers and stakeholders.

Credenz^TM logo

As a Companion brand (former field 2,3 brand), the Credenz logo must always pair with the BASF logo.

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

The CredenzTM and BASF brands are of equal significance and thus the same size. Preferably use the ready-to-use BASF Credenz logo files, which can be downloaded from this site.

BASF Logo rules

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

The square versions, as well as the monochrome version with the icon, are exceptions to be used in those cases that either specific media and/or background colors do not allow the use of the colored logo bar version.

Use of the logo

In any communication that uses the logo bar, position the logo bar on the edge opposite the trim. Place the Credenz^TM 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.

In most cases, the logo bar will be in BASF dark green. The white logo with the plant leaves will be used with the dark green bar. In some situations, it may be necessary to use a logo bar with a different color from the BASF palette. In those situations, the Credenz logo in white may be used with the light green logo bar.

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, in a headline – you may create a “logo bar box.”

Protective margin

The BASF Credenz 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 Credenz 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 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.

Logo restrictions

Colors

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 logo bar or when appearing with other brands.)

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

Credenz brand

For the Credenz brand the preferred color is BASF dark green. The color is used as:

The preferred background for the BASF Credenz logo
The color of the full color Credenz (TM) logo
The color for the logo bar
The color for entire surfaces (e.g., event flags)
To design colored elements used in communication

Note: This color will already be part of the InVigor logo files. You should not alter this color.

More than one color is used only when necessary for the content.
Companion Color: BASF light green

BASF dark green:
CMYK 100/0/91/28
RGB 0/121/58
PMS 356 C / 355 U
HEX #00793A

BASF light green:
CMYK 70/0/100/5
RGB 101/172/30
PMS 369 C / 376 U
HEX #65AC1E

Typography

Helvetica Neue

The BASF corporate typeface “Helvetica Neue” is also used for Credenz^TM. It is easily legible and timeless in terms of design.

For office communication and online applications, we use Arial in order to ensure an optimal exchange of standard office documents.

Please visit the BASF Brand Portal for more information on typography.