Bayer Brand Booklet

Looking

forward
Science for a better life
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Our story going forward

02 Our story going forward

04 Welcome to the next chapter
06 Why our brand matters

08 Our new brand positioning

12 Our brand foundation
14 Our brand attributes
16 Our brand idea
18 Our brand narrative
20 Our brand beliefs

22 Our refreshed identity

26 Your role in all this

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Welcome to

the next
chapter

Here at Bayer, thinking ahead is in our

heritage. We’ve been doing it for over
150 years.
Throughout the last decade,
we’ve changed significantly as an
organization. This has prepared us for
the next stage of our journey.
We are now ready to take on two of the
most pressing global challenges of our
times: health and nutrition.
To support this new ambition, our
strategy has evolved. Now our brand
must do the same.
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Why our
brand matters
Along with our people, the
Bayer brand is one of our most
precious and powerful assets.
It’s far more than just a logo. It’s a confident expression of
It’s all the things that encompass our desire to push the status quo
how we are perceived in the and address pressing needs of
world – from our visual and verbal the world of today. It puts more
communications to our image emphasis on the human side
and reputation. It’s driven by our of what we do.
ambition and values, and reflected
Let’s show the world we are
in our behavior.
a dynamic, agile business –
Our evolved brand brings to driven by and for people.
life our new focus on health
and nutrition.
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Our new

brand
positioning
Our brand strategy has evolved

We have a new focus,

reflecting Bayer’s place and
opportunity within the world.
We believe we can make a
positive impact and improve
people’s lives in a tangible way.
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We exist to help Visionary

people thrive Optimistic
BRAND FOUNDATION Passionate
BRAND IDEA
BRAND ATTRIBUTES

life
Advancing

At Bayer, we’re excited about the future and all its
possibilities. Advancing health and nutrition is what we
do best and care about most. Because the solutions
we create today will advance life tomorrow, and help
people and the planet to thrive.
BRAND NARRATIVE
// We believe we must strive for a better tomorrow,
so we can all live life to its full potential
// Our leading expertise in health and nutrition uniquely
positions us to drive fundamental benefits for people
// Our innovation capabilities and relentless pursuit
for sustainability compel us to drive positive change
for people and planet

BRAND BELIEFS

Please note: The definition of a positioning territory is an internal tool,

aiming to describe who we are and what we stand for in order to guide
our brand efforts. It is not a tagline or an advertising idea.
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Our brand We exist to

foundation
help people
thrive
Bayer has a positive impact on billions of
people all around the world, and our new
brand foundation reflects this. It’s a bold
statement of intent underpinning each of
the elements of our new brand expression.

Why?
// It increases our ambition
// It’s outward focussed
// 
It sets our path and propels us forward
// 
It expresses the impact we have
on the world
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Our brand
attributes
Setting the tone for our brand, the
brand attributes guide our look and feel
and set our tone of voice. They mark a
Visionary
deliberate step-change, making Bayer // Acting as a leader and
warmer, more human, more confident, being more confident
more dynamic and more energetic. in driving progress

Optimistic
// Inspiring positivity:
yes, we can create
a better tomorrow

Passionate
// Where our sense of duty and
enthusiasm combine
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Our brand idea

Advancing

life
Our brand idea gets to the heart of what
we’re all about. It’s a springboard for
creative communications that bring to
life the positive impact we strive for in
people’s lives.
It’s the glue that holds all the other
strategic elements together — from
the brand foundation, to the brand
beliefs, and the brand attributes. Why?
// It’s unwaveringly future-orientated
// It puts our focus more clearly on
life and the impact we have
// It’s rich with confidence
and ambition
// It highlights the contribution we
provide for society
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Our brand
narrative
At Bayer, we’re excited about the future
and all its possibilities.

Advancing health and

nutrition is what we do best
and care about most.
Because the solutions we create today
will advance life tomorrow, and help
people and the planet to thrive.

Why?
// It brings our brand to life as a story
with broad appeal
// It weaves together our passions,
capabilities and the impact we have
// It clearly expresses the unique
position we are in as a company
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Our brand beliefs We’re driven by a set of unique beliefs. They describe
who we are, what we stand for, and how we act.

 ur leading expertise in health and

O
nutrition uniquely positions us to drive
fundamental benefits for people

Our innovation capabilities and

relentless pursuit for sustainability
compel us to drive positive change
for people and planet

We believe we must strive for

a better tomorrow, so we can
all live life to its full potential

Why?
// They bring to life our focus on the future
// T
 hey dramatize our desire to drive positive impact
in people’s lives
// They recognize that we are leaders in our industry
// T
 hey link our innovation capabilities to our impact
in the world
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Our

refreshed
identity
The Bayer visual identity has evolved

We have adapted it for

today’s hyper-connected,
digital-first world to reflect
the positive impact we strive
for and the amazing things
we do every day.
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Kit of parts Photography

Newco Healthcare

Logo Onward. Upward

Working with Color

type SALES (€ billion )

36.5 39.7
40.2 41.3
46.3

+6%
CAGR² 2011-2015
2011 2012 2013 2014 2015

+14%
EARNINGS PER SHARE (€ )

42.9
30.5
28.6 25.3 18.9

Bold 2011 2012 2013 2014 2015 CAGR² 2011-2015

Light
+10%
R&D EXPENSES (€ billiion )

49.7
38.7
26.7

Thin
15 13

CAGR² 2011-2015
2011 2012 2013 2014 2015

Typography

Graphics

Why?
// To build on our existing brand equity
// To bring to life our new positioning
// To convey a warmer, more dynamic, more emotional brand
// To be better connected with all of our audiences
// To be better equipped for a digital first world
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Your
role As one of the custodians of the Bayer
brand, you have a crucial role to play.
Introducing your teams to our new
in all this positioning and visual identity, you’ll
motivate and inspire your colleagues to
put it all into action. You’ll also be a vital
link between your divisions and regions
and the corporate team as you champion
this bold step forward in Bayer’s journey.
Our new brand starts with you.
Your optimism, vision and passion will
be vital in bringing it all to life. Thank you
for coming on this journey with us.
Bayer
Brand
Handbook

Bayer AG
Corporate Brand and
Reputation Management
51368 Leverkusen
Germany