‘Science for Better’ Identity Principles

Here you can find the information you need to get ready to localize the Science for Better Hero Content and Missions: some instructions, useful tips and the existing material for download. Join us in globally articulating and elevating our unique brand across our target audiences.

Tone of Voice 

We want to help create a more human, compassionate Bayer, therefore our tone of voice should always be warm and personal but still informative and confident. Depending on the subject matter our tone should be able to range in empathy, especially if we are talking about harder hitting matters such as cancer or heart conditions. 

The language we use when describing our processes or products should more colloquial and less scientific, however, we shouldn’t treat our customers/viewers as uneducated. We still need to be informative, but we should do it in a warm and human language manner. 

Circle 

The Science for Better Circle should always focus on a person (or group of people), this helps the viewer focus on the subject and allows us to create more of a connection to whatever we are talking about. Whatever image we select, the person/s should always be in the centre, allowing for the Circle to be placed around them.

This graphic is usually cropped either left and right or top to bottom depending on the format. It is always placed at 100% opacity. 

Below you can see some examples of how to use the graphic. 

Photography

As part of our mission to create a more empathetic, likeable Bayer, our images should reflect society and be emotionally warm in colour and subject matter. We want to show a positive but realistic reflection of life. We should avoid stock photography that is overly exposed or staged. We should see people interacting with the world around them.

Lighting should be warm and real; we should be capturing people in the moment. They shouldn’t pose or be looking directly into camera.

Mission Key Visuals

Our first set of Mission key visuals can serve you as a guide of what to capture.

If you are to pick new versions of the images above or aim to produce new ones, they should be warm in tone and reflect real life. The images should feel authentic. Lighting should feel like it has been captured in the moment and not staged.

Typography

Headline

The B determines the space between the small and large headline copy. The bigger headline is 180% bigger than the smaller copy.

Body Text

When body copy is to be placed the distance above the SFB is the height of the ‘Science for Better’ lock-up.

Bayer Cross

The Bayer Cross should remain in the bottom right of the asset when possible. The position from right and bottom is 1/4 of the size of the placed logo. This spacing should be matched for the ‘Science for Better’ inset position from the right of any asset creation.

‘Science for Better’ Lock-Up

Spacing between the two lines are determined by the lowercase ‘e” in ‘Science for Better’.

The fonts used are:

Slogan - Helvetica Neue LT W1G - 75 Bold
URL - Helvetica Neue LT W1G - 55 Roman