Partner Brands in BASF Media

How to display third parties’ brands in BASF communication materials

The partner brand appears in a context which is unexpected for the reader. The reader should understand which part the partner plays in the BASF’s communication material and what his contribution is.

Our Corporate Design makes up the basis of the entire communication material’s design. This ensures that BASF is perceived as the publisher.

Logos of partners’ brands must be sized so they are not perceived more prominently than the BASF brands’ logos.

A short text is placed near the logo of an alliance partner’s brand clarifying the relation between the brands.

As a rule, no third parties’ brands must appear as part of the stationery of a BASF group company. The only exceptions are industry associations and certification authorities. Displaying them on BASF letterhead is optional.

Logo

Business letters

We do not show third party brands in our letter paper. Exceptional cases of alliances with associations or certification authorities are defined in the letters section. Third party logos can be included as text or logos as part of the content if the role of these brands or their relation to the corporate brand of the sender is communicated in the text.

Market and corporate communication

The partner's logo can be placed in the logo bar text box or at the end of a media. In the same way as in all other brand alliance cases, a short text must be placed on a BASF communication material close to the third party’s brand logo to clarify the role of the brand.

Size of logo

Make sure to use the partner’s logos in such a way that they are not perceived more prominently than the BASF brands’ logos.

Accompanying text

In the same way as in all other brand alliance cases, a short text must be placed on a BASF communication material close to the third party’s brand logo to clarify the role of the brand.

Reference to brand owner

In every communication material the owner is stated at least once in an appropriate placement. This clarifies the legal position of the owner. When mentioning more than one trademark owned by BASF Group companies, it is sufficient to refer to the BASF Group as the owner. Registered owners of trademarks owned by third parties should always be named immediately.

Examples:

“Registered trademark of BASF SE”
“Reg. trademark of BASF”