- For non-latinized writing systems the responsible specialist function of the respective regional division defines the typeface which is to be used according to the same criteria.
Using BASF’s Corporate Typeface
We use the twelve fonts of New Helvetica shown here because of their excellent legibility and their timeless design features. They are well suited for all topics and themes we address.
Any of these fonts can be used if no exceptions have been defined for the media you are creating.
All companies operating under the BASF corporate brand use the corporate typeface. Other companies may have different rules.
for office communication
For office communication we use Arial in order to ensure an optimal exchange of standard office documents.
The attributes italic, bold and bold italic can be used if they support the content.
Arial Narrow can be used as needed for charts in which often is quite a bit space available.
Arial Rounded and Arial Black must not be used, as they do not resemble the New Helvetica typographically, and therefore not support the perception of the BASF brand.
for digital applications
For digital applications we can use as well Roboto in order to ensure a correct display.
Impermissible use of Arial Rounded and Arial Black because they don’t correspond typographically to the New Helvetica.
for non-latin writing systems
For countries with non-latin writing systems the responsible specialist function of the respective regional division defines the typeface which is to be used.
Be aware that the responsibility for font licenses is within the user.
The procurement of font files is handled the same way as the procurement of other software. The licenses are managed centrally by GD. Passing font files to external partners is impermissible.
Contact for licenses subject to fees: email@example.com
Contact for mobile applications: firstname.lastname@example.org
In BASF Group, the font files can be obtained via the Information Manager of the user’s unit. The font files can be obtained via My Link. Please note the monthly licensing costs, if you want to obtain the BASF’s typeface:
Designers, agencies and other external partners who create artwork or publications for a BASF group company, have to purchase a license for the New Helvetica fonts.
Create recognizability: less is more
For most communication materials it is sufficient to use a small variety of type weights or sizes. Here, typography supports the messaging hierarchy.
- Format body copy in light and with adequate leading.
- Do not tighten or loosen tracking.
- Paragraph spacing uses a single hard return, as does the header.
- Subtitles must be the same leading as body copy.
- Use corporate colors sparingly to create emphasis or messaging hierarchy.
- Always use black for body copy on a white background, and white when reversed out of a corporate color.
- In long and very complex documents, when creating a new paragraph, use an indent at the start of each new paragraph, unless it is preceded by a subtitle. In this case, use a full line break between paragraphs.