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Corporate Design
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Companion Brand
Fairs & Events

Fairs and Events

Events offer an excellent opportunity to bring the Companion Brand to life. 
All general rules of the Corporate Design are used for trade shows and events. This applies to trade show booths, flexible display walls and temporary exhibitions. 

Trade shows

A good opportunity for an impressive appearance 

Design elements of the booth

All general rules of the Corporate Design are used for trade shows and events. This applies to trade show booths, flexible display walls and temporary exhibitions. All design elements from the visual style can be used to design trade show booths. 

All six corporate colors may be used in designing a trade show booth. Generally, only one is selected, one or two more can be selected in justified exceptional cases, e.g. where they support the topical structure of the booth.
The logo bar layout identifies our company as sender of all messages at all trade shows. When more than one division presents its products or services at a trade show, they focus on an uniform identification with BASF (“as one company”).
On trade show booths focusing exclusively on a Companion brand (former field 2,3 brand), the logo of the Companion brand is located in the logo bar next to the BASF logo divided by a white trim (documented in the design guidelines for the respective individual brand).  

Companion brand appears in combination with corporate brand

 

If individual brands also appear at a BASF trade show booth, the brand hierarchy must be arranged vertically:
 

  • The top zone of the booth is reserved exclusively for the prominent display of the BASF corporate brand.
  • Individual brands can appear in the middle zone and lower zone.
  • This ensures that BASF is made visible from far away and attracts attention at eye level of the individual brand.

The appearance should correspond to the defined ratio (Brand Architecture) between the corporate brand and the Companion brand, i.e. the corporate brand is valued as highly as the Companion brand.

Design guidelines for the individual brand

You will find design rules for the various communication materials used on a trade show booth on the detail page of the Companion brand.

You will find further brand-specific rules for use and display of the Companion brand in the design guidelines for the respective individual brand. You can contact the responsible brand manager of the respective individual brand if these are not already available in the list of approved individual brands.

Companion brand appears in combination with other individual brands

When a depiction of more than two individual brands is needed, the logos of the brands are placed in the logo bar as well.

This principle can, depending on the available space, be applied either to the left, to the right of or below the BASF logo. Placing the logos below the BASF logo requires a dividing line and the height of the colored area may not exceed twice the height of the defined logo bar.

Ensure that the depiction of the individual brands features an excellent contrast and use white logos whenever possible.

Events

Events of Companion brands

 

GBH/IB generally supports the implementation of corporate events.

The general rules of Corporate Design apply. You will find the rules on using and displaying brand-dependent design features for events in the respective Companion brand's design guidelines.

If these are not available in the list of approved individual brands yet, you can contact the responsible brand manager of the respective individual brand.