Advertisements, Posters and Brochures

All these different media have specific requirements. That’s why good readability, top-quality design and customer relevant content are crucial in motivating a customer to start reading.

 

The Brand Tag is used in the design of all advertisements, posters and brochures. Templates in various formats are available to facilitate design work.

 

Bayer Cross and Brand Tag dimensions in different formats

The »B-ratio«

The »B-ratio«

The diameter of the Bayer corporate icon is used as a unit of measurement. One of these units is known as a "B".

The basic element for the size and placement of the Brand Tag and the Bayer Cross is the »B-ratio«, which varies for different formats.

To get your B, divide the shorter side of the format by the »B-ratio«.

Alternatively, you can use the list for the most common formats to find the matching
»B-ratio«. If your format is missing, please use the »B-ratio« value of the closest match.

Overview of »B-ratio« for most common formats

 

ApplicationFormat

B-ratio

B-
value

B-
value

Advertisements,
brochure covers
vertical


 
100 x 210 mm
DIN A5
DIN A4
4.25 x 11 inch
5.5 x 8.5 inch
8.5 x 11 inch
1:7
1:10
1:10
1:7
1:10
1:10
14.3 mm
14.8 mm
21.0 mm
 



44 points
40 points
61 points
horizon
tal


 
210 x 100 mm
DIN A5
DIN A3
8.5 x 3.25 inch
8.5 x 5.5 inch
17 x 11 inch
1:7
1:10
1:10
1:7
1:10
1:10
14.3 mm
14.8 mm
29.7 mm
 



36 points
40 points
79 points
square210 x 210 mm
8.5 x 8.5 inch
1:10
1:10
21.0 mm
40 points
Postersvertical
 
DIN A3
DIN A2
11 x 17 inch
18 x 24 inch
1:10
1:10
1:10
1:10
29.7 mm
42.0 mm


  79 points
130 points

 

If your format is missing, please use the »B-ratio« value for the closest match.

 

Use of different Brand Tag formats

 

level1_brandtag_outline_1.jpg

Use of Brand Tag on pale and dark backgrounds

If the Brand Tag is placed on a white or pale background, it should be outlined by a black line (0.3 pt).

 

level1_brandtag_size_0.jpg

Brand Tag with full-color and black Bayer Cross

The Brand Tag with the full-color Bayer logo is the preferred version. If the Bayer Cross is smaller than 10 mm in diameter, the Brand Tag version with the black Bayer Cross has to be used.

 

Typeface Neue Helvetica

Neue Helvetica

The Neue Helvetica typeface is used in all product branding activities. If Neue Helvetica does not exist in a particular language, a comparable font family (e.g. Helvetica, Arial etc.) may be used.

Key Element: Typography & Colors

 

Design of advertisements, posters and brochure front covers

For Bayer fully endorsed brand level 1, there are two design options regarding size and placement of the Bayer Brand Tag available. Marketers are free to choose their preferred design option that best supports the existing legacy Monsanto campaign and brand material in terms of look and feel.

level1_ads_design_a.jpg
Design A uses a full-size Brand Tag in fixed positions on the top left or right side of the page.

 

level1_ads_design_b.jpg
Design B uses a smaller Brand Tag and a full-size Bayer Cross with various placement options for both elements.

 

Contact
If you have any further questions, please contact:
contact_lindecke_0.jpg
Matthias Lindecke
Crop Protection
Tel.
+49 2173 38-3633

Rules for design A

 

Rules for design A

Brand Tag size and clear space

The Brand Tag size is defined by the »B-ratio« of the format and based on the size of the Bayer Cross inside the Brand Tag.

The clear space to the external margin of the page and typografic elements is 0.5 B.

 

Rules for design A

Size and position in portrait formats

The Brand Tag is placed in the top left or right corner with a »B-ratio« of 1:10.

 

Rules for design A

Size and position in landscape formats

The Brand Tag is placed in the top left or right corner with a »B-ratio« of 1:13.

 

Rules for design A

Size and position in extreme portrait and landscape formats

The Brand Tag is placed in the top left or right corner with a »B-ratio« of 1:7.

 

Design A examples

Rules for design B

 

Rules for design B

Combination of the Bayer Cross
and smaller Brand Tag

The size of Bayer Cross is 1 B. The minimum size of the Brand Tag is 0.5 B. The minimum clear space to the external margin of the page and typografic elements is 0.5 B for both elements. The clear space can be increased, depending on what best suits your specific design.

Positioning of the Bayer Cross

You can place the Bayer Cross on the top or bottom on the left- or right-hand side. The Bayer Cross must never be placed in the middle.
Key Element: Bayer Cross

 

Rules for design B

Positioning of the Brand Tag

You can place the Brand Tag on the left- or right-hand side, depending on what best suits your specific design.

 

Design B examples

 

Design of brochure back cover

The Bayer Cross, the postal address and the Internet address are placed on the back cover of a brochure on the top or bottom on the left-hand side.

The full-color Bayer Cross must have a minimum diameter of 10 mm, even on the smallest DIN long format.
Key Element: Bayer Cross