Corporate Design Manual - BASF

Boosting well performance

Corporate Design ManualVersion 1.0 – September 2019

Corporate Design ManualContents

Page 2September 2019

Contents

1. Fundamentals 3

– Brand architecture 4

– Corporate color 5

– Logo 6

– Tagline 8

Contact 18

2. Application examples 11

– Business communications 12

– Print media 13

– Online media 14

– Plant 15

– Clothing – helmets 16

– Giveaways 17

1. Fundamentals

– Brand architecture 4

– Corporate color 5

– Logo 6

– Tagline 8

Corporate Design ManualFundamentals




Brand architecture: single brand Field 2

The brand architecture clarifies the relationship between the BASF umbrella brand and the individual Flexolution brand. Specific rules for the design (validation, differentiation from brand promise vs. umbrella brand) are derived from the assignment of the individual brand in Field 2.

– The corporate umbrella brand continues to be of paramount importance.

– An individual mark from Field 2 is entitled to have its own logo. This is always displayed next to the BASF logo in the logo strip, separated by a white dividing line. The individual logo can be displayed in white or in the color in which the brand is defined.

– One-word value and BASF values.

– Areas of expertise and benefits can be slightly adapted.

– The individual Flexolution brand from Field 2 is displayed together with the BASF logo in a dark green logo strip.


Corporate color: BASF dark green

The corporate color dark green is used for Flexolution communication media. Other corporate colors are only added to effectively differentiate between the corresponding content items.

– You are free to use any gradation of a single corporate color as long as it is clearly distinguishable (no gradient).

– If you need a second corporate color to support the content of your message, please take it from the same color pair.

Preferred use of color – gradations of the color value

Color pair dark green + light green

Color values Dark green Light green

CMYK coated, uncoated 100 / 0 / 91/ 28 70 / 0 / 100 / 5

PANTONE coated / uncoated 356 C / 355 U 369 C / 376 U

HKS coated / uncoated 57 K-90-30 / 57 N-90-10 67 K-100-30 / 67 N-100-1

sRGB decimal 0 / 121 / 58 101 / 172 / 30

hexadecimal #00793A #65AC1E

RAL RAL 6032 signal green RAL 6018 yellow green

NCS S 3065-G10Y S 2075-G30Y



Logo: sizes and spacing

WeightingBoth the size ratio of the logos to each other and the distances between them are defined and cannot be changed. Both logos have identical logo widths = 6x.

Protected spaceThe surrounding protective space is 1/6 of the logo width = x. You must also maintain a minimum distance of 1/6 of the logo width (x) from the format edge.

Dividing lineA white line is placed as a vertical or horizontal separation between the BASF logo and the Flexolution logo. The distance to the edges of the logo strip is ½x. The line width of the sep-arator must correspond to the line width of the BASF tagline.

Vertical variantThe vertical variant of the dividing line is only used in cases where there is very little available space (e.g. app icons).

Minimum sizesThe BASF tagline must always be legible, which is why the minimum width of the BASF logo is 15 mm. This corresponds to a logo strip height of 10 mm.

Horizontal variant:

Vertical variant:

x


x

6x

Vertically centered

Minimum logo strip height = 10 mm

6x

½ x

½ x



Logo: placement

The logo strip can enter the format from either left or right. In each case, the BASF logo is placed at the end of the logo strip.

Logo strip from left:

Logo strip from right:





Tagline: placement

The Flexolution tagline “Boosting well performance” is placed in a fixed position below the logo strip. The distance to the logo strip is ½x.

The font size corresponds to a width of 10x. The typeface is Helvetica Neue Medium, corresponding to the BASF tagline “We create chemisty”.

ColorThe tagline is set in dark green directly on the background. If the color of the tagline does not stand out from the background, it is placed on a white logo strip box below the logo strip. You should select an opacity for the logo strip box that ensures the legibility of the text and the visibility of the background.

10x

10x

Logo strip from left:

Logo strip from right:


Boosting well performance½x

½x



Only use the vertical variant of the dividing line in cases where space is limited (e.g. app icons).

In this case, the Flexolution tagline is also placed in a fixed position below the square at a distance of ½x.

Where the tagline is set in two lines, the font size corresponds to a width of 5x. The typeface is also Helvetica Neue Medium.

5x

Vertical variant:


x



Tagline: placement

Logo strip from right: Logo strip from left:



Tagline: placement – application

Corporate Design ManualApplication examples


2. Application examples

– Business communications 12

– Print media 13

– Online media 14

– Plant 15

– Clothing – helmets 16

– Giveaways 17



Application examples: business communications

Application examples: print medien



Application examples: online media



Application examples: plant

Position the logo on plant or equipment in clearly visible places. Depending on the design of the installation, you can use the logo either without or with logo strips. If you are not using a logo strip, you can place a white logo on a green background or a black logo on a white background.



Application examples: clothing – helmets

For helmets, place the logo with the tagline on the front. You can place a white logo on a green background or a black logo on a white background.



Dark green promotional mediaAll promotional media for Flexolution should be dark green and correspond as closely as possible to the defined corporate color. If the color deviation is too great, you must choose another more suitable promotional medium.

Neutral promotional mediaIf no suitable dark green promotional products are available, it is possible in certain cases to choose a white or light gray promotional item with a black logo print.

Small printing areasFor very small and limited printing areas, you are permitted to omit the tagline.

Application examples: giveaways



Corporate Design ManualContact


Contact

Sascha BrodGlobal Communications Oilfield and Mining Solutions

Phone: +49 621 60-99604Mobile: +49 1515 4300737Email: [email protected]

BASF SE EV/K – D105Carl-Bosch-Strasse 3867056 Ludwigshafen am RheinGermany

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Corporate Design Manual - BASF