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Digital Applications

Ensure the quality of your content, news and software to protect the brand BASF and the image of our company. 

Use the Corporate Design and the elements of the Visual Style. Be consistent, also with a growing number of channels or programs.
  1. 1
    Photos with digital content
  2. 2
    Avatars and chatbots
  3. 3
    Voices
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Photos with digital content

If a digital layer supports the key message of the picture, it can be used.
Digital layer needs to create value for the picture.

Fotograf: Kai Abresch, www.kai-abresch.de
Icons are used to explain content on tablet screen or VR glasses.
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Screen is recognized as screen.
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Fit for the future: Trainees start at BASF: https://www.youtube.com/watch?v=30-VSPa1VHM   
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Usage of HoloLens – Visualizing the  account to present it to the employee through the glasses.
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Interaction of HoloLens, screen and people are recognizable.
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Tablet can be clearly recognized and the icons help to visualitze the content.
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Demonstrating a trail of GPS-data (blue line), driven by two cars in two cities. 
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Extract of the Smart Manufacturing flyer
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Avatare and chatbots

  • Ensure quality of content, message, software etc. to protect our brand and company reputation.
  • Apply Corporate Design and Visual Style.
  • Be consistent even with constantly increasing external communication channels or tools.
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Avatar has a generic look, can look like an avatar of any company.
Chatbots.png
Chatbot avatars are simple but authentic with solid filled shapes.
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Voices

The voice to be chosen always depends on the target group. There is not one BASF voice, BASF is too divers. Choose a voice that meets the basic attributes and tailor it to your audience.

Spoken voice (dialogue)

  • Diverse culturally applicable
  • Balance between professionalism and humanity
  • Inviting, interested and active
  • Optimistic/Positive
  • Open, friendly and warm
  • Motivated and inspiring 
  • "High-level language" - no dialect

Voice when reading text to someone

  • Diverse culturally applicable
  • Use technical terms only if necessary 
  • Easy understandable and short sentences
  • "High-level language" - no dialect

 

Contact and feedback

The team Brand Consultancy is happy to support you in case of questions: contact.
Please let us know what you think about our Brand Portal: Feedback.