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Visual Style

Visual Style

The visual style determines the appearance of BASF.

We have specific possibilities to strengthen the BASF brand in its appearance. As we are all ambassadors of the BASF brand

we should always ask ourselves: What strengthens the BASF brand and how can I contribute to this?

The visual style serves the following purpose
  • Improving the awareness of the BASF brand
  • Supporting the credibility of the BASF brand
  • Labeling the messages as BASF related
How do we do that?
  • Strengthen brand recognition and self-similarity
  • Simplicity is the key
  • Solid colored elements instead of linear elements
  • Usage of visual style elements

Elements of the Visual Style

Layout Principle
How to apply the logo bar.
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Typeface
Our typeface creates recognition.
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Graphical Elements
Symbols, icons and info graphics, arrows and indicators, corporate graphics, illustrations.
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Digital application
Pictures with digital content, avatars and chatbots, voices.
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BASF plans to invest in a second production plant for tert-Butylamine (tBA) at BASF Specialty Chemicals Co. Ltd (BSNJ) in Nanjing, China. With this expansion, BASF’s global annual production capacity of tBA will increase by more than 30%. The plant is planned to start up in 2022 and will adopt advanced BASF technology which generates a minimal amount of by-products in an advanced production process. tBA is is used to produce vulcanization accelerators for the rubber and tire industry. It is also applied as a building block in the agricultural and pharmaceutical industries. Our photo shows the first tBA-plant at BSNJ’s Nanjing site.
Photography
Natural, truthful and interesting: Journalistic imagery.
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water dropping from a hand
Film and animation
Make content understandable in audio and video.
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Integration Approach x Layers Approach

We have reimagined the way we integrate various visual elements in our communication materials, leading to a fresh, modern, and dynamic approach that enhances our overall messaging. Prior to the strategy update, our method primarily relied on a layering technique, where graphical elements were simply overlaid on images without a cohesive relationship. Note: The layers approach is still usable.

With the updated strategy, the capability to create a more harmonious connection between the graphics and the images has been introduced. This integration approach allows the elements to interact in a way that feels more natural and visually appealing, creating a seamless blend that captures the audience's attention more effectively. By ensuring that graphics complement the images, we enhance the storytelling aspect of our communication materials.

Furthermore, the "Winning Ways" visual assets have been designated for exclusive use in strategic communication. It is crucial that these materials are employed thoughtfully and purposefully, as it embodies our brand identity and strategic vision. Get further information here:  "Winning Ways" visual assets 

In summary, our new approach not only refines the aesthetic quality of our communications but also strengthens the effectiveness of our messaging by fostering a more cohesive relationship between visual elements.  Additionally, it is essential that the usage of the integration approach adheres to our visual style specifications. This ensures that all communications maintain a consistent and professional appearance, reinforcing our brand across various platforms and materials.

Layers approach - Best practice: eleMENTAL

Integration approach -  "Winning Ways" Strategy

Self-similarity:

Stylistic features of the corporate design elements are applied to the depictions of communication content (see examples below).

 

Helpful questions for the implementation:

  • Which statement should the picture or graphic element support?
  • Where is my message expressed?
  • What kind of visual metaphor can facilitate an abstract message (=not immediately to visualize)?
  • Is the suggested picture or graphic element relevant for the message or does it distract from the main message of the picture?

 

BASF's appearance has many facets. For this reason, we have developed a slider that allows you to assess for yourself how well you are transporting the BASF brand.