The Bayer Cross is one of the world’s most renowned and well-known trademarks.
We developed an evolved logo that builds on our strong heritage and has been improved for use in digital channels. A shift in color creates a more vibrant and positive look.
The value of our logo is very high and therefore protected worldwide. The guiding principles outlined here should help you to both apply and protect our logo.
The Bayer Cross
How to use the logo
Use the four-color versions unless there are legibility issues.
Only use the black logo if you are unable to print in color.
All elements of the Bayer Cross have a fixed size and position in relation to each other. The logo exists as a unique set of master artwork files.
The logo options shown here are the only versions permitted from now onwards.
Minimum sizes for print
Always use the full-color logo, unless it will be smaller than 10 mm in diameter.
Below 10 mm but at least 5mm in diameter, use the single-color version.
The Bayer Cross never appears below 5 mm in diameter.
Size for digital channels
There is no fixed size of the logo for digital usage. Use the logo the way you feel is right in your website, social media channel, post, app, image banner or ad.
The Bayer Cross is to be used in color wherever possible.
Using the Bayer Cross with our new palette
Here’s how the two versions of the Bayer Cross work with our new color scheme. The color version is the preferred option, used on dark and mid-tones.
If you’re using one of these brighter background colors, don’t use the color logo as there won’t be enough contrast between the two. Use the white version instead (see above examples).
Using the logo on gradients
Only use the color Bayer Cross on mid or dark hues of our color palette. Use the white version on core and bright hues.
Placing the logo in layouts
You can place the Bayer Cross on the left or right-hand side, depending on what best suits your composition (see diagram below). Always avoid placing it in the middle.
On extremely narrow formats only place the logo at the ends of the smaller side of the format.
We recommend using a consistent position for communications belonging to the same family e.g. a range of brochures.
If the item you’re designing has a convention for where logos are placed, we recommend following it (e.g. websites).
The Bayer Cross and logotype
Use this version to add impact where it appears in restricted spaces or at a small size (e.g. sponsor walls at events or perimeter advertising at sports events).
Minimum clear space
Always allow a space of at least ¼ of the logo diameter all around the square on which the logo sits.
On light and dark photographic backgrounds, use the full-color positive and reversed-out versions respectively, as shown. If standout is compromised (e.g. on green or pale blue backgrounds), use the white version.
The positive color version works on backgrounds with a tonal range equivalent to 0–20% tint of black. The reverse color version works on backgrounds with a tonal range equivalent to 60–100% tint of black.
Other aspects to consider
Never integrate the Bayer Cross with other logotypes or design marks.
Never place it in or on other graphic elements such as lines or curves. The only exception to this is using it in its entirety or as a bleed to make a creative background such as a watermark.
All third-party use of the Bayer Cross and/or logo requires written permission from Bayer’s Trademarks Department. This applies worldwide for all partners, agencies and suppliers.
Product and corporate brands need to be considered together so they appear unified,
consistent and mutually beneficial.