Advertisements and Literature
All print material published by Bayer – image brochures, magazines, product brochures, print advertisements, flyers, etc. – must convey the company's unique style and display the instantly recognizable Bayer Cross. The design of other kinds of Bayer print material, e.g. posters, displays and mailshot inserts, can also be based on these binding specifications. You are free in how to design your print publications as long as you comply with the Visual Identity.
For product literature and product advertisements branding is important to achieve the right balance between product personality and Bayer’s corporate branding. Product Marketing is free to decide, in the light of the product personality, just how close the product branding should be to Bayer’s corporate branding. If it is to be somewhat closer to the corporate look, please feel free to use one or more of the Visual Identity (e.g. colors, graphic device, etc.) and input from the Photography & Video chapter.
Each title page or ad has to display the Bayer Cross – as a stand-alone element or as part of the Crop Science brand tag. If the product logo already carries a Bayer Cross that complies with the minimum size requirement of 10 mm for the 4c logo and 5 mm for the black or white logo, no additional Bayer Cross is mandatory in the ad or title.
Bayer Cross dimensions in different formats
For spacing and clearance around the Bayer Cross, please refer to The Bayer Cross.
A4 portrait (or similar formats): Standard ratio = B 1/8 of the shorter side; minimum ratio = B 1/10 of the shorter side
A4 landscape or A3 double-page (or similar formats): Standard ratio = B 1/8 of the shorter side; minimum ratio = B 1/10 of the shorter side.
Very narrow portrait format: Minimum ratio = B 1/7 of the shorter side
In the case of extremely narrow portrait formats, the Bayer Cross must be placed in the center and the minimum spacing ensured (1/4 B).
Very wide landscape format: Minimum ratio = B 1/7 of the shorter side
In the case of extremely wide landscape formats, the Bayer Cross must be placed in the center and the minimum spacing ensured (1/4 B).
Positioning of Bayer Cross (for stand-alone logos only)
You can place the Bayer Cross on the left- or right-hand side, depending on what best suits your specific design. The Bayer Cross must never be placed in the middle. We recommend using a consistent position for communications from the same family, e.g. a range of brochures.
Bayer Cross on specific backgrounds
To ensure optimal legibility, there are rules about which backgrounds and colors the logo may be placed on. All the relevant information can be found in the key elements section Bayer Cross
Design rules for back covers
Additional product-specific guidelines
Please note that in addition to the above-mentioned mandatory design elements, legal requirements, the market or competitive conditions, specific rules for product literature or product advertisements may apply. Additional guidelines for end-consumer brands can also be found in the packaging brand manuals and for Crop Science products on the crop science product branding website.
Examples of advertisements
Examples of literature