Digital

Application of Corporate Design on digital media

Content

The following topics you can find on that page:

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

COM/CP experts should generally be involved in planning and implementation of online platforms. You will find the contact information at the end of this page.

“Adobe AEM” was defined as the standard internet web content management system in cooperation with the Digitization and Information Services (FD). The new online design as well as the webfont is only provided for that standard solution.

Furthermore, individual header visuals with their own image style, graphic elements or extra coloring support the communication of specific contents and messages for individual brands.

Viewports

One defined area for the brand logo in each of the different viewports 1-4.
One defined size for a logo for each viewport on all types of pages.
Within a viewport, logos are not scaled as the BASF logo also has a defined size.
Maximum dimensions of a logo have the same height in viewports 3 + 4 to ensure that these logos do not appear too large in comparison with the BASF logo. Square or high logos have the same size in both viewports. Only very wide logos are scaled larger in viewport 4.
In viewports 1 + 2 the logo has the same size. Their placement, however, is different: The logo is centered in viewport 1 and right-justified in viewport 2.

Logos in the different viewports:

Contact the experts

For any questions around the website and intranet site, please contact:

Anna Rebecca Egli

Corporate Communications - Digital Engagement

Send email

Andreas Fitger

Intranet

Send email

Intranet

Applying the BASF Design to Intranet Pages

Designing Intranet pages

An inspection through COM/CP on whether the Intranet platform follows the style guide, is always mandatory before it can be published.

Design and navigation guidelines which have been defined within BASF.net up until now are summarized in the current Intranet Online Style Guide. This style guide is applicable group-wide for all Intranet presences and Intranet portals which appear under the BASF brand.

If you are planning an Intranet relaunch, please contact COM/CP early on.

Contact the experts

For all questions concerning the website or Intranet pages, please contact:

Jürgen Schwerdtfeger

BASF SE I COM/OD

Send email

Domains

The different levels of a BASF domain

Domain Policy

Rules and processes for the application of domains are defined in Domain Policy from decision to deletion.
Companies operating under the BASF name and brand must also use domain names for web servers and e-mail addresses which include the BASF corporate brand.
In domain names, information is organized from right to left in up to three levels: Top level, second level and third level.

Depending on published content, there are three alternatives for second level domains:
- Corporate domain (sender: the entire company)
- Company domain (sender: a group company)
- Keyword domain (switches to a corporate or company domain)

Companion brands can be used at two positions in the domains:
- In the third level of Corporate domains and Company domains
- As Keyword domains
Basic design guidelines concerning the domain issue are described on the detailed site of the identically named chapter below the paragraph Digital Applications.

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

The logo bar layout is the basis for the design

Please choose the width of the line in the logo bar separating the BASF brand from the individual brand so that this corresponds to the impact of the letter width of the BASF claim and that the color is always white.

In detail this means that the width of the line is a calculation of the height of the logo bar * 0.013.

Display of the Companion brands on the slides of a presentation

Individual brands can have design elements like visual style, key visuals, graphical elements or an additional color tone, the intervention of the specific contents and messages. These are fixed in the style guides of this individual brand.

If they are not provided yet in the list of the approved individual brand, then you can contact the responsible manager of the respective individual brand.

A simple and clear structure is needed in this communication situation (rule of thumb: no more than 13 lines).

PowerPoint Wizard

The BASF PowerPoint Wizard

The BASF PowerPoint and Word Wizard helps to create presentations and office letters which meet the Corporate Design. Find information about the two tools in this training video:

Trainingsvideo

The use of the Wizard enables you to choose one of many differently designed templates. When the PowerPoint Wizard is installed, it appears as an additional toolbar in your PowerPoint application.

For technical support in using the BASF PowerPoint Wizard, please contact your local IT support desk. For fundamental technical issues please contact the local IT Support.

If you would like to incorporate your Individual Logo into the Wizard please contact the Wizard Team (office-wizard@basf.com).

Settings window of the PowerPoint Wizard