Digital

Application of Corporate Design on digital media

Websites

The strong look of a strong brand

  • All Corporate Design features apply to the sites on the World Wide Web. 
  • The core elements of the design were incorporated in the modules and templates with the introduction of the content management system (Adobe AEM) – this means the editor of websites automatically follows the Corporate Design correctly.
  • Our web content is displayed using the responsive design method on four viewports: Different layouts are displayed depending on the size of the mobile device used.
  • The BASF logo bar is displayed on computer monitors, tablets and smartphones. In the logo bar the Companion brand (former field 2,3 brand) is placed next to the BASF brand and separated by a divider.
  • Photos, illustrations, icons, cards and info graphics follow the definitions of the visual style.
  • The BASF logo strip is used for PC monitors, tablets and smartphones. The companion brand (formerly field 2,3 brand) is placed in the logo strip next to the BASF brand, separated by a hyphen. 

Photos, illustrations, icons, maps and infographics follow the definitions of the Visual Style.

Screenshot of a BASF internet website

Designing websites

Viewports

Intranet

Applying the BASF Design to Intranet Pages

Designing Intranet pages

Domains

The different levels of a BASF domain

Domain Policy

Social Media

Facebook, Twitter, YouTube and other social media
  • A detailed description of the design details for the various social media channels can be found in the Social Media Styleguide (access only for BASF employees).
  • Even in social media the BASF brand and the Companion brand are placed in the logo bar. If it’s not possible, then the BASF logo appears in white in the color field which appears in the corporate color.
  • The logo of the Companion brand is designed according to the design guidelines of the respective individual brand on the avatar image.
  • BASF Corporate Design is not the only factor which determines how the BASF brand is displayed in social media, as the design options given by the publishers of such media also play an important role.
  • Basic design guidelines concerning the social media issue are described on the detailed site of the identically named chapter below the paragraph “Digital Applications”.

Apps

Mobile devices evolve rapidly, but the brand image remains the same
  • COM/CP should always be involved in the planning and implementation of apps. 
  • All Corporate Design features also apply for apps.
  • Photos, illustrations, icons, cards and info graphics follow the definitions in the visual style.
  • Basic design guidelines concerning the application of logos on app surfaces are described on the detailed site below the paragraph “Digital Applications”.

Film and Animation

Clearly BASF and the individual brand – in visuals and acoustics
  • BASF films always begin with a starting panel displaying the banderole, the title and a still image from the film. Starting panels are not included in commercials.
  • BASF films end with the logo. The ending with the BASF logo appears full-screen in one of the six corporate colors. The BASF logo is displayed in white. The text “BASF – We create chemistry” is spoken.
  • Text/messaging board, subtitles and lower third are defined. They contribute to the recognition of BASF as the sender. They are defined graphically and typographically. They are available as templates for film editing.
All important video elements are available as templates. 
  • An individual brand appears in the logo bar next to the BASF logo separated by a white trim. 
  • If you have questions about the appearance of an individual brand, please contact the respective brand manager.

The guidelines under brand alliances apply when films are published by other parties. 

A licensing agreement or license is necessary for the commercial use of the BASF brand through third parties. Please contact the colleagues at GBI/L on this matter. For current reporting, e.g. in television broadcasts, this is not necessary.

Presentations

Presentations are an important touch point for an individual brand

Companion brands (former field 2,3 brands) are always depicted in combination with the BASF logo and in the BASF logo bar their individual logo is placed separately through a white line as a divider.

The proportion of the individual logo and the BASF logo is defined for each individual brand and is used consistently. Ideally, the Brand Manager record this definition in a brand document which is created for the individual brand. In this document it has to be ensured that the proportion of both logos remains the same. In general, each slide of a presentation shows the BASF logo bar.

Design

PowerPoint Wizard