Code Design: Flexibility meets familiarity in Crop Science’s new visual language

What is the Code Design – and why did we create it?

It’s well established that stakeholders perceive our products more positively if they know they are from Bayer. That ‘uplift’ effect can occur in an instant, when someone sees our packaging or merchandising materials and immediately recognizes them as Bayer. 

Think of how Aspirin’s teal and dark green colorways stand out in the Consumer Health category. In Crop Science, recognizability had long been promoted through the arrow-shaped Brand Tag, which appeared on products for 30 years or more. It’s a design that became part of our identity and is synonymous with trust.

The Code Design supersedes the Brand Tag, becoming the universal look-and-feel for Crop Science. But why replace a familiar design? “Given our focus on integrated solutions, we needed to reconcile our brands across the board,” says Alejandra Ortega, Global Brand Performance and Development Lead. Since Bayer acquired Monsanto, our products weren’t always visually unified. Crop protection products generally looked ‘very Bayer’, but seed products often felt like separate entities.

“We wanted to bring everything together with a single visual identity – one that clearly shows Bayer as the parent brand. This was our chance to show ourselves as one Bayer, and to leverage our corporate brand, with all the benefits this brings.”

Iconically Bayer, infinitely flexible

Creativity is at the heart of any design transformation exercise. It wasn’t just about consistency, it was about creating something joyful, something everyone at Bayer can participate in and benefit from.

Marketing and design teams in Bayer, working with an external agency, co-created every element: the anchor, gradient, Code elements, and colors. More details are available on the Identity Net’s dedicated section.

Together, these elements say ‘this is Bayer’. The angle reflects our main corporate design, while the colors and Bayer Cross strengthen the connection between product and company. “Having the Code Design echo the Bayer corporate design is a strength,” says Alejandra. “It lets value flow both ways and gives customers and partners a unified experience.”

Yet despite its thorough development, the Code Design remains modular and flexible, with options like different color gradients. Packaging adapts to local regulations, and Lighthouse Brands have tailored guidelines that allow the product brand to shine while reinforcing the corporate brand. The Brand Management Team is available to support local teams and share best practices. 

What’s happening with the Code Design today?

Regional marketing teams have been at the forefront of the rollout, identifying areas for pilots and product launches that could showcase the new look-and-feel. This phased approach helps us to build a bank of tested guidelines and best-practice examples, so regions can learn from those who adopted the design before them.

“EMEA were early movers,” says Alejandra. “They proactively updated packaging across seeds and crop protection, and launched new campaigns. All the while, the global team has supported them with guidelines and training sessions.

“In turn, this gave us a strong foundation to get started in the Americas, where we’re now engaging leadership and running training sessions. Going region by region, engaging people and building trust, that’s how we’re gathering critical mass,” she explains.

Rolling out a consistent design is one challenge; so is communicating to stakeholders that change is coming and helping them feel confident that this is still quintessentially Bayer. These concerns are valid, and we’re addressing them with comprehensive support and outreach. Farmer trust is non-negotiable. We are working to provide clarity and reassurance, and to show that the new design reinforces the same high standards they’ve always trusted.

The Code Design’s true power lies in enhancing external brand perceptions. “When you see people’s excitement in the field – when they go to events, see the Code, and say it looks much better – that’s what makes it worth it,” says Alejandra. “Testing the Code with farmers has given us very positive feedback compared to the Brand Tag. Considering how long that visual identity was around for, matching its strength and even surpassing it is a huge achievement.

“I feel super-confident that this is the right way forward. It’s the best way to modernize our brand in agriculture and bring all our solutions together.”