Content
The following topics you can find on that page:
Media with title
Appearance of individual brands in corporate reports, catalogs, brochures, flyer and folder
- Every cover page must contain a title.
- This text can be separated into two parts.
- Our cover pages have a uniform design and typography. This ensures that BASF and the individual brand are immediately recognized as the publisher of all brochures, leaflets, etc.
The logo of a Companion brand (former field 2,3 brand) appears in all print media in the logo bar next to the BASF logo separated with a white line.
The logo of a Companion brand appears in all print media on the title page in the logo bar next to the BASF logo separated with a white line.
On the back cover the logo bar can be continued. Please keep in mind the minimum size for the appearance of the logos.
- Media without a cover page design. Content starts on the first page.
- The first page is designed in the logo bar layout. The following pages do not need the logo bar. On the back cover the logo bar can be continued. The logo of a Companion brand appears in all print media on the title page in the logo bar next to the BASF logo separated with a white line.
Ads
A uniform appearance benefits the brand
Single Visual Ad & B2B Product Campaign
Concepts presented here are not identical with the current corporate ad campaign. All units may create their own image ads in line with the same rules.
In image-building or advertising communication, additional individual design elements such as image style, key visuals, graphic elements or coloring support the communication of specific contents and messages for individual brands.
You will find the rules for use of these brand dependent design elements in the design guidelines of the respective individual brands. If these are not provided in the list of approved individual brands yet, you can contact the responsible brand manager of the respective Companion brand (former field 2,3 brand).
Spine
Individual brands always appear in combination with the BASF logo
The logo can be oriented horizontally or vertically depending on the width of the spine. Please pay attention to the legibility of the logo. Whenever possible apply the logo bar.
Posters
Attracting attention with the logo bar
- All posters published by BASF are designed in the logo bar layout.
- There is no restriction on the size of the text.
- Texts may be placed in the background and on the banderole’s logo bar to improve the legibility.
- The following rules apply for printed posters as well as blackboards and wall calendars.
Companion brands (former field 2,3 brands) on posters
The logo of Companion brands is based in the logo bar next to the BASF logo. In image-building or advertising communication, additional individual design elements such as image style, key visuals, graphic elements or coloring support the communication of specific contents and messages for individual brands.
You will find the rules for use of these brand dependent design elements in the design guidelines of the respective individual brands. If these are not provided in the list of approved individual brands yet, you can contact the responsible brand manager of the respective Companion brand.
Calendar
Wall or pocket calendar?
Strongly varying design rules apply to different types of calendars due to their different uses and effects:
The logo of the Companion brand (former field 2,3 brand) stands next to the BASF logo (defined in the Corporate Design guidelines of the respective individual brand) separated with a white line.
Labels and packaging
Clear labeling of products
Most BASF products are labeled with simple industrial labels on the packaging. These standard labels without a banderole were designed so they can be produced cost-efficiently and locally. Companion brands (former field 2,3 brands) are printed as black logos connected to the BASF brand with a white line.
If products support marketing activities, the logo bar design is applied.
Label templates as well as exact dimensioning can be found in the Downloadcenter.
Clear labeling, minimal effort
- Clear labeling of products.
- Meeting all legal requirements.
- Minimum effort: Monochrome print of the Companion brand as well.
- Uniform design principle worldwide.
- If the costs are too high, Companion brands can also be left out of the label.
All labels and packaging need to follow the core elements of our Corporate Design.
- Containers, tanks, barrels and packaging whose primary purpose is transport must not include lettering beyond identification labels.
- Advertising can be included on the packaging only if it will remain at the customer’s site for a longer time and gives a good impression of the BASF brand (clean, no corrosion, etc.). Its benefit must outweigh the costs.
- As communication tools for market communication, containers, tanks and the like are designed in the logo bar layout. The surface used for the design follows the same proportions and design rules as posters.
