BASF

Official Websites

• https://www.basf.com

Brand Guidelines

2004

Brand Summary

Mission

• As the world’s leader in the chemical industry, BASF opens up potential for success together with its partners, developing and maintaining partnerships characterized by mutual trust and respect, and helping shape the future successfully and sustainably by means of intelligent solutions [^1].

Core Values

• success and value creation
• intelligent, innovative solutions
• long-term thinking
• reliability and trustworthiness
• responsibility for future generations
• partnership with stakeholders

Target Audience

• Direct and indirect stakeholders including employees, customers, shareholders, members of society, and people in local communities [^2].

Personality Traits

• dynamic
• likeable
• open
• fascinating

Visual Identity Overview

• The BASF visual identity is defined by a clean, professional, and modern design using the BASF logo and claim, six corporate colors, banner layouts, and New Helvetica typefaces. The logo is always accompanied by the claim ‘The Chemical Company’ and is used with strict clear zone and color rules. Visual elements emphasize clarity, consistency, and high visibility across print, digital, and promotional materials [^3].

Categories

Brand Voice

• Tonalities BASF is: ■ dynamic and drives issues forward ■ likeable ■ open ■ fascinating BASF is not: ■ arrogant ■ overbearing ■ cumbersome ■ playful ■ boring ■ inactive ■ chaotic ■ non-transparent ■ unclear ■ technical ■ old-fashioned

Brand Imagery

• When developing creative concepts for promotional materials, it is important to ensure that the message, content, imagery and presentation of the items fit with the BASF corporate strategy and positioning.
• Symbols, signs or graphical elements (vanity symbols) that identify a specific business unit, department or group company would weaken the effect of the BASF trademark and are therefore not permitted.
• The BASF logo is the visual expression of our brand positioning. It consists of two components -the squares and the four letters “BASF”
• The logo components and claim must not be redrawn or recreated from separate graphic and type elements. The correct reproduction of the logo and claim can only be achieved by using the official master artwork files (available in vector and bitmap formats).
• The BASF logo must appear at least once on all communication media.
• The claim always appears beneath the BASF logo in the dimensions and font shown below. The graphic design of the logo components and the claim, and the relationship between them, must be kept the same in all applications.
• Changes to the logo and claim design are not allowed (e.g. graphic effects, shadows or other graphic elements). The logo and claim may not be reproduced as an illustration.
• As a basic rule, the logo and claim must be used horizontally. They may only be rotated through 90° if they are to be displayed on tall, narrow formats. They should always read from bottom to top.
• A clear zone equal to one sixth of the logo width must be left free around the logo and claim. No other text, images or graphic elements may appear in this space.
• The same clear zone rule applies if the logo is used without the claim. An area equal to one sixth of the logo width must be left free around the logo.
• One of the corporate colors should be incorporated into every communications medium where color can be used as a design tool, but several corporate colors should not be positioned closely together on individual items.
• When a corporate color is used, it must always be used as a background color for the BASF logo.
• The corporate colors can be used in two different ways: - in the banner layout which is used for all marketing and corporate communication - as a solid color occupying the whole background area -for example on flags
• The variety of different colors expresses the innovation and flexibility that the BASF brand represents in all spheres of our activity.
• Therefore, the colors should not be assigned specific meanings or used for the color-coding of business units or divisions. All BASF units and companies may use any of the corporate colors.
• There is no fixed allocation of corporate colors. They may be used to differentiate different topics or product groups.
• The BASF logo is essentially not a colored logo. It is either white or black depending on the background color.
• However, the squares component is intended to be semi-transparent, like frosted glass, allowing the background color to shine through. Thus, the effect of color comes from the combination of the logo with a background color, and not from the logo itself.
• In all cases, the color of the small squares should appear to be a half/half* mixture of background color and the color of the BASF letters.
• Whatever the color, the background on which the logo is placed must always be a single solid color surface without underlying structure, pattern, ornamentation or images.
• The claim is always reproduced in the same color (white or black) as the BASF letters.
• As a general principle, the BASF logo and claim should be reproduced in white against a background of one of the six BASF corporate colors. In this case, the “frosted glass” effect causes the small squares to appear in a paler shade of the background color.
• If the logo is used on black, grey or white backgrounds, the “frosted glass” effect causes the squares to appear in gray.
• If, due to the display technology or reasons of cost-effectiveness, it is not possible to use one of the BASF corporate colors as a background color, for example on vehicles, helmets, buildings etc., then other background colors may be used. In these circumstances, the same “frosted glass” principle applies; the logo color -either black or white -is chosen so that the greatest possible contrast is achieved. The color of squares component must then be selected to achieve the appearance of a half/half mixture of the background color and the color of the BASF letters.
• If color is not available, the logo may also be etched, embossed, raised or molded as long as the original components and design are maintained.
• Due to optical effects which cause certain colors to appear stronger than they actually are, the colors of the small squares are not necessarily a 50% tint of the background color. The defined percentages for the corporate colors have been adjusted to achieve the “visual effect” of a half/half mixture of logo color and background color. However, as the correct color values are already incorporated into the master logo artwork files, it should not be necessary to recreate the elements separately.

Color Palette

• Six fresh colors express BASF’s diversity and dynamism.
• In contrast to companies with only a single corporate color, the six corporate colors are available for use on an equal basis throughout BASF’s communications media.
• One of the corporate colors should be incorporated into every communications medium where color can be used as a design tool, but several corporate colors should not be positioned closely together on individual items.
• When a corporate color is used, it must always be used as a background color for the BASF logo.
• The corporate colors can be used in two different ways: - in the banner layout which is used for all marketing and corporate communication - as a solid color occupying the whole background area -for example on flags
• The variety of different colors expresses the innovation and flexibility that the BASF brand represents in a// spheres of our activity.
• Therefore, the colors should not be assigned specific meanings or used for the color-coding of business units or divisions. All BASF units and companies may use any of the corporate colors.
• There is no fixed allocation of corporate colors. They may be used to differentiate different topics or product groups.
• CMYK ■ Definitions for four-color printing Percentages C/M/Y/K (Cyan, Magenta, Yellow, Black) definitions Orange 0/47/100/0 45% orange Red 0/100/80/20 40% red Light blue 87/24/0/0 45% light blue Dark blue 100/75/0/5 40% dark blue Light green 70/0/100/5 45% light green Dark green 100/0/91 /28 40% dark green
• Pantone® Matching System Orange 144C 45% 144C or 156C Red 187C 40% 187C or 486C Light blue 2925C 45% 2925C 278C Dark blue Reflex Blue C 40% Reflex Blue C or 7445C Light green 369C 45% 369C or 366C Dark green 356C 40% 356C or 557C
• On black or white solid tone backgrounds, the logo squares are to be printed in 45% black or Cool Grey 8 from the Pantone® Matching System.
• For the black and white banner layout, the logo box is to be printed in 45% black and the logo squares component in 20% black.
• RAL 7004 is used for reproducing the gray logo squares on white or on black surfaces.
• Screen colors RGB values Orange R243/G149/B0 R250/G206/B143 Red R197/G0/B34 R234/G170/B142 Light blue R33/G160/B210 R164/G208/B235 Dark blue R0/G74/B150 R162/G170/B213 Light green R101/G172/B30 R187/G219/B144 Dark green R0/G121 /B58 R150/G197/B147
• Hexcode for Internet Orange #F39500 Red #C50022 Light blue #21A0D2 Dark blue #004A96 Light green #65AC1E Dark green #00793A
• RAL colors Orange 1007 Daffodil yellow Red 3031 Orient red Light blue 5012 Light blue Dark blue 5002 Ultramarine blue Light green 6018 Yellow-green Dark green 6032 Signal green
• The BASF logo is essentially not a colored logo. It is either white or black depending on the background color.
• However, the squares component is intended to be semi-transparent, like frosted glass, allowing the background color to shine through. Thus, the effect of color comes from the combination of the logo with a background color, and not from the logo itself.
• In all cases, the color of the small squares should appear to be a half/half* mixture of background color and the color of the BASF letters.
• Whatever the color, the background on which the logo is placed must always be a single solid color surface without underlying structure, pattern, ornamentation or images.
• As a general principle, the BASF logo and claim should be reproduced in white against a background of one of the six BASF corporate colors. In this case, the “frosted glass” effect causes the small squares to appear in a paler shade of the background color.
• If the logo is used on black, grey or white backgrounds, the “frosted glass” effect causes the squares to appear in gray.
• If, due to the display technology or reasons of cost-effectiveness, it is not possible to use one of the BASF corporate colors as a background color, for example on vehicles, helmets, buildings etc., then other back­ground colors may be used. In these circumstances, the same “frosted glass” principle applies; the logo color -either black or white -is chosen so that the greatest possible contrast is achieved. The color of squares component must then be selected to achieve the appearance of a half/half mixture of the background color and the color of the BASF letters.
• Due to optical effects which cause certain colors to appear stronger than they actually are, the colors of the small squares are not necessarily a 50% tint of the background color. The defined percentages for the corporate colors have been adjusted to achieve the “visual effect” of a half/half mixture of logo color and background color. However, as the correct color values are already incorporated into the master logo artwork files, it should not be necessary to recreate the elements separately.
• The colored square always appears in one of the six corporate colors. It is always a single solid color without underlying structure, pattern, ornamentation or images.
• The color of the bar is derived from the corporate color selected for the square area. This color must be a paler shade or tint of the corporate color in the square, but the exact shade may be freely chosen as long as the shape of the banner and the corporate color can be clearly recognized.
• If desired, the bar may also be reproduced with a transparent effect, allowing the color of the bar to mix with the elements in the background.
• All six corporate colors may be used for trade fair stands and exhibition design. The colors should however, be positioned a sufficient distance away from each other, so that each color appears individually.
• If a promotional item is colored or features colored elements, the six BASF corporate colors are to be used. If standard items are not available in the exact corporate colors, a color may be selected which is a very close match to the defined corporate color.
• In exceptional circumstances, i.e. sports team jerseys, it may be necessary to print the BASF logo on a colored item, which is completely different to the BASF corporate colors. This should be avoided wherever possible. If it is however essential, the logo and claim should be printed as detailed in the previous section “Using the BASF logo on colored back­grounds” -page 10. In these circumstances, it is also acceptable to print the logo completely in white or black.

Typography

• Twelve styles (bold, italic, etc.) from the New Helvetica font family have been selected as the official BASF typefaces to ensure sufficient oppor­tunities for text design. New Helvetica 45 (light) New Helvetica 55 (roman) New Helvetica 65 (medium) New Helvetica 75 (bold) New Helvetica 46 (light italic) New Helvetica 56 (italic) New Helvetica 66 (medium italic) New Helvetica 76 (bold italic) New Helvetica 47 (light condensed) New Helvetica 57 (condensed) New Helvetica 67 (medium condensed) New Helvetica 77 (bold condensed)
• The selected typefaces can be downloaded from the Brandweb and may be provided to external suppliers. The suppliers must be informed that the typefaces may only be used to carry out assignments for BASF.
• For very long text passages with few structural features (block text) such as in books, the Compatil Text font may also be used in addition to New Helvetica.
• Compatil Text Regular may be used for continuous text and Compatil Text Bold for highlighting.
• The Compatil Text font may also be used for newspapers, but only when they are produced in large-scale format, printed on low quality paper, and with page layouts of four or more narrow, flush-set columns.
• Compatil Text LT regular Compatil Text LT bold
• For languages that do not use Latin script systems, the responsible departments of the respective regional units will define the fonts that match both the objectives of BASF’s brand positioning and the selection criteria for fonts based on the Latin alphabet.
• The details of these fonts will be published in the Brandweb, and their use is mandatory across the BASF Group.
• All words must be presented in the same type size and style, selected from the twelve defined New Helvetica fonts.
• The text must be white. The height of the upper-case letters may not be larger than half the height of the BASF logo (excl. claim).
• All permitted New Helvetica typefaces may be used.

Logo Usage

• Every communications medium must show the BASF logo. The other corporate design elements may not be used without the logo.
• Only the BASF logo and the other basic corporate design elements are to be used for identification purposes. The names of units and companies must only be presented in text form and are to be placed outside the space allocated to the BASF logo.
• Symbols, signs or graphical elements (vanity symbols) that identify a specific business unit, department or group company would weaken the effect of the BASF trademark and are therefore not permitted.
• Abbreviations of the company trademark in company names, such as “BIS” instead of “BASF IT Services B.V.” are not permitted.
• The BASF logo is the visual expression of our brand positioning. It consists of two components -the squares and the four letters “BASF”
• As a basic rule, the BASF logo is always accompanied by the claim “The Chemical Company”.
• The logo components and claim must not be redrawn or recreated from separate graphic and type elements. The correct reproduction of the logo and claim can only be achieved by using the official master artwork files (available in vector and bitmap formats).
• The offical master artwork files for the BASF logo and claim can be downloaded from the following Internet address (unrestricted access): ftp://download.brandweb.basf.com
• The BASF logo must appear at least once on all communication media.
• The claim always appears beneath the BASF logo in the dimensions and font shown below. The graphic design of the logo components and the claim, and the relationship between them, must be kept the same in all applications.
• The claim may only be omitted on rare occasions when its legibility cannot be guaranteed due to size or reproduction techniques, or when items must be legible over extremely long distances.
• The claim has already been successfully printed at very small sizes on pens, torches etc. Therefore, before omitting the claim, other production techniques or the possibility of increasing the logo size should first be considered.
• Changes to the logo and claim design are not allowed (e.g. graphic effects, shadows or other graphic elements). The logo and claim may not be reproduced as an illustration.
• As a basic rule, the logo and claim must be used horizontally. They may only be rotated through 90° if they are to be displayed on tall, narrow formats. They should always read from bottom to top.
• A clear zone equal to one sixth of the logo width must be left free around the logo and claim. No other text, images or graphic elements may appear in this space.
• The same clear zone rule applies if the logo is used without the claim. An area equal to one sixth of the logo width must be left free around the logo.
• The BASF logo is essentially not a colored logo. It is either white or black depending on the background color.
• However, the squares component is intended to be semi-transparent, like frosted glass, allowing the background color to shine through. Thus, the effect of color comes from the combination of the logo with a background color, and not from the logo itself.
• In all cases, the color of the small squares should appear to be a half/half* mixture of background color and the color of the BASF letters.
• Whatever the color, the background on which the logo is placed must always be a single solid color surface without underlying structure, pattern, ornamentation or images.
• The claim is always reproduced in the same color (white or black) as the BASF letters.
• As a general principle, the BASF logo and claim should be reproduced in white against a background of one of the six BASF corporate colors. In this case, the “frosted glass” effect causes the small squares to appear in a paler shade of the background color.
• If the logo is used on black, grey or white backgrounds, the “frosted glass” effect causes the squares to appear in gray.
• If, due to the display technology or reasons of cost-effectiveness, it is not possible to use one of the BASF corporate colors as a background color, for example on vehicles, helmets, buildings etc., then other back­ground colors may be used. In these circumstances, the same “frosted glass” principle applies; the logo color -either black or white -is chosen so that the greatest possible contrast is achieved. The color of squares component must then be selected to achieve the appearance of a half/half mixture of the background color and the color of the BASF letters.
• If color is not available, the logo may also be etched, embossed, raised or molded as long as the original components and design are maintained.
• • Due to optical effects which cause certain colors to appear stronger than they actually are, the colors of the small squares are not necessarily a 50% tint of the background color. The defined percentages for the corporate colors have been adjusted to achieve the “visual effect” of a half/half mixture of logo color and background color. However, as the correct color values are already incorporated into the master logo artwork files, it should not be necessary to recreate the elements separately.
• The BASF logo is positioned in the lower part of the square maintaining the clear zone around it, as shown in the illustration below.
• All words must be presented in the same type size and style, selected from the twelve defined New Helvetica fonts.
• The text must be white. The height of the upper-case letters may not be larger than half the height of the BASF logo (excl. claim).
• The position of the banner can be freely chosen, but must always be clearly recognizable as a banner. Therefore, a small section of the surrounding area must be visible on both the long sides of the banner.
• The position of the square can also be freely chosen. In the same way, the square area may not be positioned at the end of the banner. It must be positioned so that the color of the bar is visible on both sides of the square.
• The banner only appears once on each view of the promotional item -e.g. once on the title page.
• It is possible to depict the BASF logo on the spine of a book, video or CD, as long as the minimum free space around the BASF logo is also maintained here.
• The logo appears in white on the same full tone color as on the title page. The size and positioning of this area is coordinated with the positioning of the banner on the title page.
• BASF stands at trade fairs and exhibitions must display the BASF logo as the most prominent element. The claim is always used together with the logo. - Upper zone: only the BASF logo with claim may be displayed here; it can either be within the banner layout or on its own. The size and number of logos should be selected so that the BASF logo can be easily recognized from all directions and from a distance. - Central and lower zones: the logo and claim are always used together with the banner layout in these zones.
• In addition, on tall narrow surfaces, the BASF logo and claim may be rotated through 90% (they must always read from bottom to top). One of the six corporate colors should be selected as the background color.
• The appearance of the logo and claim must not be changed with light effects, 3D effects or animation.
• When the logo box inside the banner appears above head height, the BASF logo and claim may be moved to the upper position in the box, in order to improve visibility from a distance. Only these two logo positions are permitted. If the upper position is used, no additional competence statement or slogan may be displayed.
• If several BASF group companies are exhibiting on one BASF exhibition stand, their individual company logos must be positioned lower than the BASF corporate logo. The central and lower zones may be used to display group company logos and trademarks.
• When displaying product and service brand names, it is important to ensure that these brand names are less prominent than the corporate brand. These are also to be displayed in the central and lower zones.
• When producing portable displays, temporary exhibition units or display boards, the same rules apply as for trade fairs and exhibitions.
• The basic rules for the logo, claim, color, layout and typeface also apply to promotional gifts. - As a general principle, the BASF logo with the claim -The Chemical Company -must appear on all promotional gifts. The claim must always be used, unless it will be too small to read or if the production process will not be able to reproduce it in a legible or high quality way i.e. small size embroidery etc. - The claim has already been successfully printed in extremely small sizes. Before deciding to omit the claim, other production techniques or the possibility of increasing the logo size should first be considered.
• The logo clear-zone must be respected.
• If the colored section cannot be derived from the form and structure of ,_ the item (as described above), a free-standing colored square may be printed on the promotional gift in one of the corporate colors. The rules for the size and position of the logo or other text within the square are detailed on page 11.
• If a promotional item is colored or features colored elements, the six BASF corporate colors are to be used. If standard items are not available in the exact corporate colors, a color may be selected which is a very close match to the defined corporate color.
• In exceptional circumstances, i.e. sports team jerseys, it may be necessary to print the BASF logo on a colored item, which is completely different to the BASF corporate colors. This should be avoided wherever possible. If it is however essential, the logo and claim should be printed as detailed in the previous section “Using the BASF logo on colored back­grounds” -page 10. In these circumstances, it is also acceptable to print the logo completely in white or black.
• The banner layout may be used on giveaways in the same way as for brochures and other print items.
• It must always be printed either vertically or horizontally, not at an angle. The banner must run the full width or length of the item or section.
• The logo square must be printed in one of the corporate colors. The rules for the size and position of the logo or other text within the square, and for the color of the bar are the same as described in the Banner Layout section -page 11.
• If a slogan is used with a banner layout or in the logo box, the rules for the size and position of the text within the square are the same as described in the Banner Layout section -page 11.
• On black or white backgrounds, the white or black logo versions, with the squares component in gray, are to be used.
• In exceptional circumstances where, due to cost or technical reasons, it is absolutely not possible or practical to reproduce the corporate logo correctly, the following options are available. - Reproduce the complete logo and claim all in black on a light background.
• • Reproduce the complete logo and claim all in white on a dark background.
• The logo may be etched, stamped, engraved or embossed on metal, leather or similar materials.

Tone And Messaging

• When developing creative concepts for promotional materials, it is important to ensure that the message, content, imagery and presentation of the items fit with the BASF corporate strategy and positioning.
• BASF is: ■ dynamic and drives issues forward ■ likeable ■ open ■ fascinating BASF is not: ■ arrogant ■ overbearing ■ cumbersome ■ playful ■ boring ■ inactive ■ chaotic ■ non-transparent ■ unclear ■ technical ■ old-fashioned
• Positioning Statement As the world’s leader in the chemical industry, BASF opens up potential for success together with its partners. To this end, BASF develops and maintains partnerships that are characterized by mutual trust and respect. BASF helps shape the future successfully and sustainably by means of intelligent solutions.
• BASF is The Chemical Company. We are a company that: ■ is successful and creates value -in a powerful team together with customers, investors, neighbors and society; ■ uses intelligent, innovative solutions to help secure competitive advantage and shape a successful future; ■ thinks and acts in the long term, is reliable and trustworthy, and takes its responsibility for future generations seriously; ■ acts in a spirit of partnership with all its direct and indirect stakeholders -employees, customers, shareholders, members of society and the people in our local communities.

Brand Values

• When developing creative concepts for promotional materials, it is important to ensure that the message, content, imagery and presentation of the items fit with the BASF corporate strategy and positioning.
• As the world’s leader in the chemical industry, BASF opens up potential for success together with its partners. To this end, BASF develops and maintains partnerships that are characterized by mutual trust and respect. BASF helps shape the future successfully and sustainably by means of intelligent solutions.
• BASF is The Chemical Company. We are a company that: ■ is successful and creates value -in a powerful team together with customers, investors, neighbors and society; ■ uses intelligent, innovative solutions to help secure competitive advantage and shape a successful future; ■ thinks and acts in the long term, is reliable and trustworthy, and takes its responsibility for future generations seriously; ■ acts in a spirit of partnership with all its direct and indirect stakeholders -employees, customers, shareholders, members of society and the people in our local communities.
• BASF is: ■ dynamic and drives issues forward ■ likeable ■ open ■ fascinating BASF is not: ■ arrogant ■ overbearing ■ cumbersome ■ playful ■ boring ■ inactive ■ chaotic ■ non-transparent ■ unclear ■ technical ■ old-fashioned

Visual Style

• The basic elements of the BASF corporate design are - the BASF logo and claim - the corporate colors - the banner layout - the corporate typeface
• Every communications medium must show the BASF logo. The other corporate design elements may not be used without the logo.
• Only the BASF logo and the other basic corporate design elements are to be used for identification purposes. The names of units and companies must only be presented in text form and are to be placed outside the space allocated to the BASF logo.
• Symbols, signs or graphical elements (vanity symbols) that identify a specific business unit, department or group company would weaken the effect of the BASF trademark and are therefore not permitted.
• Abbreviations of the company trademark in company names, such as “BIS” instead of “BASF IT Services B.V.” are not permitted.
• The BASF logo is the visual expression of our brand positioning. It consists of two components -the squares and the four letters “BASF”
• As a basic rule, the BASF logo is always accompanied by the claim “The Chemical Company”.
• The logo components and claim must not be redrawn or recreated from separate graphic and type elements. The correct reproduction of the logo and claim can only be achieved by using the official master artwork files (available in vector and bitmap formats).
• The BASF logo must appear at least once on all communication media.
• The claim always appears beneath the BASF logo in the dimensions and font shown below. The graphic design of the logo components and the claim, and the relationship between them, must be kept the same in all applications.
• The claim may only be omitted on rare occasions when its legibility cannot be guaranteed due to size or reproduction techniques, or when items must be legible over extremely long distances.
• Changes to the logo and claim design are not allowed (e.g. graphic effects, shadows or other graphic elements). The logo and claim may not be reproduced as an illustration.
• As a basic rule, the logo and claim must be used horizontally. They may only be rotated through 90° if they are to be displayed on tall, narrow formats. They should always read from bottom to top.
• A clear zone equal to one sixth of the logo width must be left free around the logo and claim. No other text, images or graphic elements may appear in this space.
• The same clear zone rule applies if the logo is used without the claim. An area equal to one sixth of the logo width must be left free around the logo.
• Six fresh colors express BASF’s diversity and dynamism.
• One of the corporate colors should be incorporated into every communications medium where color can be used as a design tool, but several corporate colors should not be positioned closely together on individual items.
• When a corporate color is used, it must always be used as a background color for the BASF logo.
• The corporate colors can be used in two different ways: - in the banner layout which is used for all marketing and corporate communication - as a solid color occupying the whole background area -for example on flags
• The variety of different colors expresses the innovation and flexibility that the BASF brand represents in all spheres of our activity.
• Therefore, the colors should not be assigned specific meanings or used for the color-coding of business units or divisions. All BASF units and companies may use any of the corporate colors.
• There is no fixed allocation of corporate colors. They may be used to differentiate different topics or product groups.
• Definitions for four-color printing Percentages C/M/Y/K (Cyan, Magenta, Yellow, Black) definitions Orange: 0/47/100/0, Red: 0/100/80/20, Light blue: 87/24/0/0, Dark blue: 100/75/0/5, Light green: 70/0/100/5, Dark green: 100/0/91/28
• Pantone® color matching system definitions for printing on coated paper: Orange: 144C, Red: 187C, Light blue: 2925C, Dark blue: Reflex Blue C, Light green: 369C, Dark green: 356C
• On black or white solid tone backgrounds, the logo squares are to be printed in 45% black or Cool Grey 8 from the Pantone® Matching System.
• For the black and white banner layout, the logo box is to be printed in 45% black and the logo squares component in 20% black.
• The following table shows RGB values that can be used for many application programs. The second table shows the same colors in the coding for web pages.
• RAL 7004 is used for reproducing the gray logo squares on white or on black surfaces.
• The BASF logo is essentially not a colored logo. It is either white or black depending on the background color.
• However, the squares component is intended to be semi-transparent, like frosted glass, allowing the background color to shine through. Thus, the effect of color comes from the combination of the logo with a background color, and not from the logo itself.
• In all cases, the color of the small squares should appear to be a half/half* mixture of background color and the color of the BASF letters.
• Whatever the color, the background on which the logo is placed must always be a single solid color surface without underlying structure, pattern, ornamentation or images.
• The claim is always reproduced in the same color (white or black) as the BASF letters.
• As a general principle, the BASF logo and claim should be reproduced in white against a background of one of the six BASF corporate colors. In this case, the “frosted glass” effect causes the small squares to appear in a paler shade of the background color.
• If the logo is used on black, grey or white backgrounds, the “frosted glass” effect causes the squares to appear in gray.
• If, due to the display technology or reasons of cost-effectiveness, it is not possible to use one of the BASF corporate colors as a background color, for example on vehicles, helmets, buildings etc., then other background colors may be used. In these circumstances, the same “frosted glass” principle applies; the logo color -either black or white -is chosen so that the greatest possible contrast is achieved. The color of squares component must then be selected to achieve the appearance of a half/half mixture of the background color and the color of the BASF letters.
• If color is not available, the logo may also be etched, embossed, raised or molded as long as the original components and design are maintained.
• Due to optical effects which cause certain colors to appear stronger than they actually are, the colors of the small squares are not necessarily a 50% tint of the background color. The defined percentages for the corporate colors have been adjusted to achieve the “visual effect” of a half/half mixture of logo color and background color. However, as the correct color values are already incorporated into the master logo artwork files, it should not be necessary to recreate the elements separately.
• The banner layout is to be used for all marketing and corporate communications media.
• The formats used for marketing and corporate communications media should be chosen in order to make the most effective use of the banner layout.
• The banner consists of a colored bar together with a colored square in which the BASF logo and claim appear. The banner is positioned either horizontally or vertically on whatever format is being used.
• The colored square always appears in one of the six corporate colors. It is always a single solid color without underlying structure, pattern, ornamentation or images.
• The color of the bar is derived from the corporate color selected for the square area. This color must be a paler shade or tint of the corporate color in the square, but the exact shade may be freely chosen as long as the shape of the banner and the corporate color can be clearly recognized.
• If desired, the bar may also be reproduced with a transparent effect, allowing the color of the bar to mix with the elements in the background.
• The dimensions of the square are identical to the width of the colored bar, which is positioned flush with the edges of the square.
• The BASF logo is positioned in the lower part of the square maintaining the clear zone around it, as shown in the illustration below.
• As shown in the illustration, a competence statement or slogan may be positioned as a text element above the logo.
• All words must be presented in the same type size and style, selected from the twelve defined New Helvetica fonts.
• The text must be white. The height of the upper-case letters may not be larger than half the height of the BASF logo (excl. claim).
• The position of the banner can be freely chosen, but must always be clearly recognizable as a banner. Therefore, a small section of the surrounding area must be visible on both the long sides of the banner.
• The position of the square can also be freely chosen. In the same way, the square area may not be positioned at the end of the banner. It must be positioned so that the color of the bar is visible on both sides of the square.
• The banner only appears once on each view of the promotional item -e.g. once on the title page.

Layout And Composition

• A clear zone equal to one sixth of the logo width must be left free around the logo and claim. No other text, images or graphic elements may appear in this space.
• The same clear zone rule applies if the logo is used without the claim. An area equal to one sixth of the logo width must be left free around the logo.
• Whatever the color, the background on which the logo is placed must always be a single solid color surface without underlying structure, pattern, ornamentation or images.
• The banner layout is to be used for all marketing and corporate communications media.
• The formats used for marketing and corporate communications media should be chosen in order to make the most effective use of the banner layout.
• The banner consists of a colored bar together with a colored square in which the BASF logo and claim appear. The banner is positioned either horizontally or vertically on whatever format is being used.
• The colored square always appears in one of the six corporate colors. It is always a single solid color without underlying structure, pattern, ornamentation or images.
• The color of the bar is derived from the corporate color selected for the square area. This color must be a paler shade or tint of the corporate color in the square, but the exact shade may be freely chosen as long as the shape of the banner and the corporate color can be clearly recognized.
• If desired, the bar may also be reproduced with a transparent effect, allowing the color of the bar to mix with the elements in the background.
• The dimensions of the square are identical to the width of the colored bar, which is positioned flush with the edges of the square.
• The BASF logo is positioned in the lower part of the square maintaining the clear zone around it, as shown in the illustration below.
• All words must be presented in the same type size and style, selected from the twelve defined New Helvetica fonts.
• The text must be white. The height of the upper-case letters may not be larger than half the height of the BASF logo (excl. claim).
• The position of the banner can be freely chosen, but must always be clearly recognizable as a banner. Therefore, a small section of the surrounding area must be visible on both the long sides of the banner.
• The position of the square can also be freely chosen. In the same way, the square area may not be positioned at the end of the banner. It must be positioned so that the color of the bar is visible on both sides of the square.
• The banner only appears once on each view of the promotional item -e.g. once on the title page.

Brand Architecture

• Based on BASF’s Brand Architecture some group companies, even though they do not appear with BASF’s name and logo, must use a BASF Group endorsement together with the basic corporate design elements. To find out if this applies to the group company you are working for, please refer to the relevant Brand Champion (List available in the Brandweb).

Print Guidelines

• All the basic corporate design elements are employed in the presentation of the BASF brand in print media, and the banner layout is particularly important.
• The banner layout must always be used for market and corporate communications media, and for media which could have a strong influence on BASF’s image.
• The size of the BASF logo and banner is defined in the following sections according to the type and format of the item used.
• If the format being used is not covered by the details given in the following tables, the banner width may be determined as follows: - If the format deviates only slightly from one of the standard formats, the banner width for the standard format may be adopted; - For other formats, the banner should be proportionally enlarged or reduced to the format in order that the visual impression remains the same.
• The size of the banner and logo for advertisements is given in the following table.
• The banner must appear on all title pages. There may also be a banner on the back page -either as a continuation of the title page, or an independent one.
• The size of the banner, and therefore of the logo, for different formats is given in the following table:
• The logo may also be depicted within the content of brochures. In that case it is not necessary to use the banner.
• It is possible to depict the BASF logo on the spine of a book, video or CD, as long as the minimum free space around the BASF logo is also maintained here.
• The logo appears in white on the same full tone color as on the title page. The size and positioning of this area is coordinated with the positioning of the banner on the title page.
• In contrast to brochures, magazines, books etc, the front page of items such as newsletters, press releases and flyers, is used simultaneously for both title and text content. These communications media are generally A4 or US Letter format.
• To allow more space for the text content on these items, a smaller banner width has therefore been specified.
• For A4/US letters, the width of the banner is 48 mm. The logo is 36 mm wide (corresponding to 80% of the logo master 45 mm).
• For other formats, please refer to the table in the previous section, (brochures, magazines, etc.) but use the size for the next smallest format.
• The size of the banner and the logo for individual poster formats is given in the following table.

Digital Guidelines

• All BASF Group Internet and Intranet sites must conform to the global web standards set by the Global Web Standards Team. A copy of the standards is available on the Brandweb. A list of contacts for Internet and Intranet enquiries is listed on the following pages.

Promotional Gifts

• • The basic rules for the logo, claim, color, layout and typeface also apply to promotional gifts. - As a general principle, the BASF logo with the claim -The Chemical Company -must appear on all promotional gifts. The claim must always be used, unless it will be too small to read or if the production process will not be able to reproduce it in a legible or high quality way i.e. small size embroidery etc. - The claim has already been successfully printed in extremely small sizes. Before deciding to omit the claim, other production techniques or the possibility of increasing the logo size should first be considered.
• -The logo clear-zone must be respected.
• The corporate colors may be used on promotional gifts in the following ways: Corporate colors as (all-over) background colors
• If the promotional gift can be purchased in one of the corporate colors, the relevant colored logo can be overprinted, allowing for the clear zone.
• Or the full background area of the promotional gift can be printed in one of the corporate colors, incorporating the relevant colored logo, allowing for the clear zone.
• If the promotional gift can be purchased with sections which are already in the BASF colors, or which can be printed in the BASF colors, the relevant colored BASF logo can be overprinted onto the section, allowing for the clear-zone.
• The colored section may not “float” in the middle of a promotional gift (unless it is a free-standing square -see below), but must take its shape from the form and structure of the item. The aim is to make the colored area look like an integral part of the item.
• If the colored section cannot be derived from the form and structure of ,_ the item (as described above), a free-standing colored square may be printed on the promotional gift in one of the corporate colors. The rules for the size and position of the logo or other text within the square are detailed on page 11.
• If a promotional item is colored or features colored elements, the six BASF corporate colors are to be used. If standard items are not available in the exact corporate colors, a color may be selected which is a very close match to the defined corporate color.
• In exceptional circumstances, i.e. sports team jerseys, it may be necessary to print the BASF logo on a colored item, which is completely different to the BASF corporate colors. This should be avoided wherever possible. If it is however essential, the logo and claim should be printed as detailed in the previous section “Using the BASF logo on colored back­grounds” -page 10. In these circumstances, it is also acceptable to print the logo completely in white or black.
• The banner layout may be used on giveaways in the same way as for brochures and other print items.
• It must always be printed either vertically or horizontally, not at an angle. The banner must run the full width or length of the item or section.
• The logo square must be printed in one of the corporate colors. The rules for the size and position of the logo or other text within the square, and for the color of the bar are the same as described in the Banner Layout section -page 11.
• Advertising slogans may be used on promotional items both in text and graphic form.
• If a slogan is used with a banner layout or in the logo box, the rules for the size and position of the text within the square are the same as described in the Banner Layout section -page 11.
• On black or white backgrounds, the white or black logo versions, with the squares component in gray, are to be used.
• In exceptional circumstances where, due to cost or technical reasons, it is absolutely not possible or practical to reproduce the corporate logo correctly, the following options are available.
• • Reproduce the complete logo and claim all in black on a light background.
• • Reproduce the complete logo and claim all in white on a dark background.
• The logo may be etched, stamped, engraved or embossed on metal, leather or similar materials.

Additional Properties

Revenue History

Operating Income History

Net Profit History

Employees History

Total Assets History

Total Equity History