Strategic physical product branding allows a company to express its identity, reflect core company values and visually leverage an established recognition of the brand. 

 

Consistency in applying this across a company’s products promotes an instantly identifiable brand throughout a product portfolio. The following guidance describes how to apply branding effectively on Bayer Radiology-devices.

 

Back to Top

Design principle

The Bayer Radiology-device brands are well-known and trusted worldwide. Three elements should be applied across Bayer Radiology-devices consistently to strengthen this: 

  • Bayer brand logo: identifies the product as a Bayer Radiology-device.
  • Product brand logo: identifies product name/brand.
  • Orange color highlights: reinforces and leverages the Bayer Radiology-device brands and established Trust.

Applying these 3 branding elements helps provide a strong visual identity and reinforce established customer Trust & Confidence in the Bayer Radiology-device brand.

 

Bayer logo & Product logo placement on a Bayer Radiology-device.
Bayer logo & Product logo placement on a Bayer Radiology-device.

Back to Top

Bayer Cross Logo

The Bayer cross logo should be applied where it is highly visible or close to the area of most user interactivity as possible on Radiology devices. For non-injector type devices, see: 

Accessories

 

Brand logos should not be obscured by other features of the device e.g. where disposables might be positioned.

 

When applying the logo:

  • Position it on a surface with a good visual contrast. 
    Color
  • Use the monotone versions of the Bayer logo as preference, grey/black on white/ light surfaces and white on orange or colored/dark surfaces for visual contrast. 
  • Should be an appropriate size, in general between 25 – 40 mm. 
  • It should be visible but not over-powering or distracting.
  • For more variations & additional guidance, refer:
    Bayer Cross 

 

Bayer brand logo placement on a Bayer Radiology-device. (Grey on white background)
Bayer brand logo placement on a Bayer Radiology-device. (Grey on white background)

 

Bayer brand logo – grey version.
Bayer brand logo – grey version

 

Back to Top

Product Logo

The Product logo is used to indicate the commercial product brand name, it should be applied to allow for high visibility.

 

The logo consists of two elements: The MEDRAD prefix and the device name:

  • The MEDRAD prefix  in full color (signature orange) with the ® mark.
  • The Device name in dark grey.
  • In addition, the Device description or other secondary brand message in light grey.

 

A Bayer Radiology-Device logo & colors.
A Bayer Radiology-Device logo & colors.

 

For more guidance on the product logo see:

Bayer in Radiology, Brand Guidelines 2020

 

When applying the logo:

  • Position it on the front face of the device (face of where user is predominantly facing during use) if possible.
  • It should be an appropriate size. Should span the width of the surface applied leaving space on either side. See following figure. 
  • It should not be over-powering or distracting.
  • Ensure there is a clear area around the entire logo free from other features on a device such as other artwork, prominent features, edges of a surface etc. 

 

Minimum Keep Clear area around logo.
Minimum Keep Clear area around logo.

 

Product brand name placement on a Bayer Radiology-device.
Product brand name placement on a Bayer Radiology-device.

Back to Top

Signature Orange Highlights

 


Back to Top

Next page – Product Hierarchy

 

 

 

Contact

If you have any further questions about this or any other section of Bayer Identity Net, please contact: