Distributor branding: the partner is the publisher

Proper use of BASF logo on distributor materials

Relationship statement

Distributors are not allowed to use words such as “Authorized” or “Official” in the relationship statement

Product brand is preferable to individual product or product line, except for specific marketing purposes

Size of the relationship statement

Statement size in vertical lock up

1. The relationship statement must be positioned in a way that it does not visually conflict with the distributor logo. This is the case for all distributor materials.

2. For distributors who distribute multiple products (cross-SBU, cross-BU or cross-segment) may use business unit, business segment, or industry applications within the statement.

Remarks

The BASF logo should always be smaller than the distributor’s logo.

To make sure the point size of relationship statement is readable, the width of the BASF logo in the color box should not be smaller than 25 mm.

Media format	Recommended width of logo on colored background	Suggested point size/leading of relationship statement	Max. height of relationship statement
DIN A0 (841 x 1188mm)	80 mm	26/30 pt	40 mm
DIN A1 (594 x 841 mm)	60 mm	20/23 pt	30 mm
DIN A2 (420 x 594 mm)	40 mm	14/16 pt	20 mm
DIN A3 (297 x 420 mm)	30 mm	10/12 pt	15 mm
DIN A4 (210 x 297 mm)	25 mm	8/10 pt	12 mm
DIN A5 (148 x 210 mm)	25 mm	7/8 pt	12 mm
DIN lang (105 x 210 mm)	25 mm	7/8 pt	12 mm
DIN A6 (105 x 148 mm)	25 mm	7/8 pt	12 mm
Screens and smartphone display	100 px	11/13 pt	200 px

Proper use of the vertical BASF Nunhems logo on distributor materials

The color background for the logo should be in good contrast against the background that it is on.

Brochures / Datasheets / Posters / Advertisements / Banners

Media Ownership
Distributor

Guideline
Can use BASF Nunhems logo with statement, BASF content or photo if:

If the brochure, datasheet or the BASF content is to promote the sales of Nunhems vegetable varieties
BASF owns the license of the photos and content
Credit BASF for the content where appropriate.

Customer event on a Nunhems product, and in cooperation with BASF Vegetable Seeds

Media Ownership

Distributor

Guideline

For on-site branding, such as backdrop/mobile wall design, it is preferred to use the distributor design or a neutral style.
Use the BASF Nunhems logo combination
Title of event preferred to be:
    BASF [Product] Seminar
    Presented or co-organized by:
    BASF and [Distributor Name] and/or logos of both parties.

Remarks

Do not use BASF Nunhems logo band in the design.
Do not use a BASF corporate color as a dominant color of the event.
BASF staff should be present at the event.

Tradeshow with Nunhems varieties

Tradeshow with Nunhems varieties only

Media Ownership

Distributor

Guideline

For on-site branding it is preferred to use the distributor brand design.
Only distributor’s logo should be placed on top of the booth.
You can use the Nunhems BASF logo with the statement or relationship statement alone, within the booth itself.
The Nunhems BASF logo must be smaller than the distributor’s logo.

Legend

Recommended to have a BASF staff member on duty.
Distributor staff should not be wearing uniform with any BASF nor BASF Nunhems logo.

Remark

BASF Nunhems logo should not be shown dominantly on top of the booth as this is not a BASF booth.
BASF Nunhems logo bar should not be used on a third party’s booth.
To use of any of BASF’s six corporate colors is not allowed

Tradeshow with Nunhems varieties and other non-competitive products

Media Ownership

Distributor

Guideline

Other products featured must be non-competitive.
Distributor must highlight the relationship with BASF Nunhems brand in the booth.
The relationship statement can be placed in the space where Nunhems varieties are featured e.g. an information panel, a poster or a dedicated booth area.
Use distributor’s design as above stated.

Website

Media Ownership

Distributor

Guideline

The relationship must be clearly stated.

Distributor can use BASF Nunhems logo with relationship statement.

The content of the webpage with the BASF Nunhems logo should be related to the promotion of Nunhems products.

The statement can be skipped or modified if the context clearly identifies the role of BASF, e.g., the distributor groups and introduces all suppliers under a “List of suppliers and partners”

PowerPoint

Distributor

Can use BASF Nunhems logo with statement or relationship statement alone.

Can use on the title or ending slide
Must be smaller than the distributor’s logo but the same or larger than any competitors’ logos.
Minimum width of the BASF logo on a colored background is 25 mm.

Qualified distributor can also mention on its own template that they are BASF’s Appointed Distributor, clearly stating the relationship (product/territory).

The content inside the presentation should be related to the promotion of Nunhems product.

Distributor should not use the BASF PowerPoint template.

Promotion : Give-aways / clothing / vehicles

Media Ownership
Distributor

Guideline giveaways

It is preferred that distributors and BASF's vegetable seeds business send giveaways to customers separately. Featuring BASF logo on distributor’s giveaway is not recommended as the quality of gift items cannot be guaranteed.

Guideline clothing / uniform / workwear

This is not allowed.
BASF logo should not be used on partners’ uniform, and distributors should not wear BASF uniform or shirts, which can be perceived as an identification of the user rather than an advertising medium.

Guideline vehicles

In general, we should stay away from branding vehicles due to the possible detrimental impact on the image of BASF in case of accidents.
Before any decision is made, the management and communications team in charge must evaluate and justify its usage.
In the rare case where the mention of BASF in text, with or without logo, is allowed to be used on the vehicle, the usage should be time limited.
The team concerned should also take all necessary precaution to ensure minimal exposure to BASF and most importantly, the safety of the driver and passengers.