Global Product Branding Guidelines

In whatever form products are communicated – via advertisements, digital media, communication material, packaging, trade shows or promotional items – the Bayer brand should be presented in a positive, clear and consistent manner. Basically, it is about attracting and simplifying the customers’ choice for Bayer products. This section defines our rules for the different elements in product communication.

Advertisement collage with Bayer logos, a Fludora Fusion ad featuring a smiling woman in a headscarf, and a contraception ad showing a young woman in a red sweater with blue background.

Advertisement and Information Material

How to design print material – image brochures, magazines, product brochures, print advertisements, flyers, etc. – to convey the company's unique style and display the instantly recognizable Bayer Cross.

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Webpage mockup with placeholders for a product name, logo, and navigation tabs. Includes headers like "About" and "Loremipsum," and footer details on conditions of use and privacy statement.

Product Websites

Product websites follow the key design elements for websites, comply with legal requirements, principles of data protection and guidelines for secure development and operations.

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Boxes of Bayer products, including Aspirin and Prosaro, are displayed.

Packaging Basics

These rules ensure that the numerous Bayer products have a clear and uniform identity owing to the systematic combination of our two value drivers: the corporate brand and product brands.

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Diagram with two levels. A silhouette of a person on Level 1 observes a display on Level 2, with dashed lines indicating the line of sight.

Trade Fairs and Events

Since Bayer is the organizer or primary host at all trade fairs or events, the stand-alone Bayer Cross must be used in all booth designs. Here you can learn how to create and ensure a consistent brand profile at trade fairs.

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Promotional Items

Promotional Items

Promotional items should convey the self-understanding of Bayer. They bear at least one Bayer Cross, either the stand-alone Bayer Cross or a product logo that includes the Bayer Cross as an element of the logo.

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Three Bayer logos, each with a circular design. The text "Science for a better life" is below, transitioning from left to right.

Product Videos/TVCs

Product related videos/TVCs will allow the Bayer brand to become more emotional.

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Contact

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

identitynet@bayer.com