Company name & Claim
Bold and positive
Our strong colors help us to stand out from our competitors
and seperate us from the classical BASF colors. We are
part of BASF, but we operate differently in many ways.
They reflect our dynamic and innovative approach and
give our brands a bold and self-confident appearance.
|0 / 10 / 100 / 10|
|RGB||239 / 205 / 0|
|Spot colours||HKS 2 (2-color print)|
|RAL 1012 (wall paint)|
|Foils||Oracal 751C: 022 shellgelb
|CYMK||30 / 10 / 10 / 100|
|RGB||0 / 0 / 0|
|Spot colours||HKS 88 (2-color print)|
|RAL 9005 (wall paint)|
|Foils||Oracal 751C: 070 schwarz|
Our corporate typeface is "Colfax".
A modern, sans serif typeface by the US-based
typefoundry Process Type.
"Colfax" can be purchased from the Process Type website:
Our secondary typeface
Where using Colfax is not possible due to technical or
other restrictions we use Arial.
The foundation of our design
As a hexagon, the incubator shape can be associated
with chemistry as well as with an arrow, guiding
the way. Its positive appearance is to be seen as an
open space, where ideas can dwell.
Chemovator is part of the BASF brand architecture
as a subsidiary. As a satellite brand with an own visual
identity acccording with the BASF brand classifications, the endorsement displays the connection to BASF.
Regular Logo Version
The color versions of our logo are the preferred
versions to use. They reflect our brand and our visual
identity in an optimal way. The BASF endorsement is
an essential part of our logo.
Reduced Logo Version
When our logo is used in small sizes and our claim
cannot be read, these reduced versions are to be used.
Bitmap Logo Version
For the usage in areas where colors are unrealizable,
bitmap-versions of our logos are available.
For applications where our full logo cannot be
applied like in social media avatars or app icons,
our brand icons are used. When the icon is used
in small sizes and our claim cannot be read,
the reduced versions are to be used.
The adaptive logo
Our logo is a flexible element. The distance
between the wordmark and the yellow incubator
shape is variable when needed e.g. to meet a
special page format.
The incubator shape as layout element
The incubator shape is the central building block of
our visual identity. The shape can be used in various
ways to meet different requirements and to enable
flexible layout solutions.
Usage of the incubator shape
When the incubator shape is used as the
central layout element, the full logo is replaced
with the word mark.