Keep it simple
QR codes are for practical use (functional) by definition, and in most cases are not the main element of the media/content, meaning that they have no need to convey any other message than the stored information
QR codes
QR codes are machine-readable labels that allow users to access online information instantly.
Technical implementation
Consider which medium is used:
Print media
- The distance to the media matters: People should be able to scan it from a long distance
- A minimum size of the QR code must be respected: 20x20mm
- Take the environment into account: There should be an internet connection if the QR code links to online content
Digital media
- To ensure a responsive design, please respect a minimum size of 240px
Testing is crucial: Make sure it is readable by several QR code scanners.
Separation from the BASF logo
In general, the QR code and the BASF logo should be kept as two separate and independent elements. Therefore, the following rules apply:
Respect the minimum distance (represented by one "X" in the graphic) between the QR code and the BASF logo.
The BASF logo guidelines apply: The logo is placed on a plain background and the minimum size of the logo has to be respected (15mm).
Don'ts
QR code for Market Communication
Customization
The same general principles of the BASF Visual Style should be applied for all graphical elements:
- Two-dimensional style
- Right-angle shapes
- No use of outlines
Deliberate use of corporate colors:
- Please use either a complete black-and-white style or one single full-tone corporate color combined with black or white
- However, the use of black as a background color for colored QR codes is not permitted
- Because of the low contrast, the combination of the BASF light blue color on a white background is not suitable
Dos
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You can use black and white QR code.
Web
You can use a corporate colored QR code on a white background.
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You can use a white QR code on a plain corporate color background.
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You can use a black QR code on a plain corporate color background.
Web
Don'ts
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Do not use colored QR code on a black background.
Web
Do not use more than one color for your QR code, round corners and 3D effects.
Web
Do not use color gradients, outlines and low contrast color combinations.
Web
Application
Use only one QR code per medium
Be as informative as possible:
Add a disclaimer/call-to-action so the user knows where it is leading to (e.g., "Scan here", "Just scan and go!")
Do not use a transparent background when placing the QR code on a photo/picture:
In this case, create a plain white, or colored background for it
Protect the QR code area: Make it an independent element
When used next to any other elements, make sure to respect a minimum protection zone around the QR code
Important:
If you use a colored QR code (other black-and-white), try to stick to the same main corporate color used in the media (according to the color of the logo bar or the logo pin color).
Dos
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You can combine a plain colored background with a black or white QR code.
You can combine a plain white background with a colored QR code.
An entire black-and-white design can also be used
On pictures, we recommend placing the QR code on a white or colored background to highlight it.
The use of the same corporate color within the media is preferred.
Web
Don'ts
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For the QR code, do not use a color which is not the main color already used on the media or its color pair.
Web
Do not use the QR code on a transparent background directly on top of a picture.
Web
Do not use more than one color for the QR code (even if it's two corporate colors).
Web
QR code for Office Communication
Customization
For office communication, the same guidelines developed for market communication shall apply. However, the color style should be restricted to one single model:
Printed Business Cards
Application
In printed business cards, the QR Code should be placed closer to the personal data than to the BASF logo. Recommendation: either below or on the right to the personal data.
Digital Business Cards
Experience seamless communication - Go digital!
Digital business cards can offer a modern solution that can benefit both businesses and individuals.
Sustainable:
Digital business cards eliminate the need for paper and ink, reducing waste and helping to protect the environment.
Cost-effective:
Creating and distributing digital business cards can be more affordable, saving money on design, printing, and reordering costs.
Convenience:
Digital business cards can be easily shared via email, messaging apps, or social media, making it effortless to exchange contact information.
Generate your vCard
You can create your virtual business card thanks to the oneVcard app. The tool ensures that your personal information is up-to-date and secure.
You can find the manual for the installation here:
Note: In case oneVcard is not available in your region, you can use the BASF QR code generator to create a QR code to use as your digital business card.
