Companion brand (former field 2,3 brand)

A Companion brand can use its own logo.

Place a white line between the BASF logo and the individual logo as a vertical or horizontal divider. The width of the line should be similar to the letter width of the BASF claim.

The individual brand can be used in white or in the color which is defined for the brand.

Additional Corporate Design rules apply for Companion brands.

Logo bar comes into the format from the right or left.

The design rules for product and service-specific communication at a glance:

Always illustrate Companion brands together with the BASF logo in the logo bar.
Design elements: Companion brands may use additional individual design elements such as a specific image style, key visuals, graphic elements or additional coloring to support their communication of specific content and message.
Structure in logo bar: The size of the individual brand is defined. The brand manager in charge will provide printing templates and size definitions in the Intranet in coordination with the brand consultants.
Brands in text: Individual brands in texts appear in the same typography as the surrounding text. If the brands are registered trademarks of BASF, they additionally include ® or TM.

Logo structure for Companion brands

Both brands, the Corporate Brand BASF and the individual brand must be illustrated in the logo bar. They are separated by a white line. The size of the individual brand is defined. The vertical arrangement is intended only for exceptional cases with extremely narrow formats (e.g. app icon or extremely narrow roll-ups or digital banners). A detailed description of the Visualization of the Brand Architecture you will find here.

Place a white line between the BASF logo and the individual logo as a vertical or horizontal divider. The width of the line should be similar to the letter width of the BASF claim.

Use vertical arrangements only in exceptional cases such as app icons, packaging and promotional items.
Color rules stay valid as usual in all communications.

Individual design elements

Companion brands may use additional individual design elements such as a specific image style, key visuals, graphic elements or additional coloring to support their communication of specific content and message.

Example: Bullets as individual design elements

Next you find an overview of various media and the usage of the individual brands in these media. Furthermore you get the overall guidelines for image and promotional communication (brochures, ads, roll ups, ...).

Please note: In functional communication (e.g., business letters) media specific guidelines apply. You find these guidelines in the defined section of the Brand Portal.

Digital

Office communication

Promotion

Fairs and events