Aligning Strategy with Identity
In a world of growing complexity — in agriculture, technology, and communication — clarity is power. Bayer Crop Science’s brand architecture is designed to bring that clarity by helping us organize, prioritize, and communicate our portfolio in a way that drives growth and delivers meaningful value for our customers and the world.
What Is the Lighthouse Brand approach?
Just as a lighthouse guides ships to shore, Lighthouse Brands guide focus within our portfolio. These are the brands that:
- Drive the highest growth, revenue, and profitability
- Have strategic importance in our future portfolio
- Play a critical role in customer solutions and brand perception
Lighthouse Brands receive elevated investment, dedicated campaigns, and strategic focus. All other brands are designated as House Brands, which are always communicated in tandem with a Lighthouse Brand to support broader crop or customer solutions.
At the top of this hierarchy is our corporate brand — Bayer. As the Master Lighthouse Brand, Bayer provides a halo of trust and credibility across our entire portfolio. In fact, research shows that Bayer’s association increases value perception by 69% when connected to product-level brands.
The Global Lighthouse Brands
based on 2023 assessment
Why This Matters
This strategic architecture helps us:
Focus investments on what matters most
Reduce complexity by unifying campaigns around key brands
Support long-term growth and category leadership
Simplify the customer journey and strengthen trust
Globally, Bayer Crop Science evaluates and updates its list of Lighthouse Brands every two years, with additional regional and local guidance to ensure relevance in-market. A “runner-up” list is maintained for brands with high potential.
How the Code Design System Brings it to Life
The Code Design system is a flexible, modern toolkit that visually reinforces this architecture:
Hierarchy made clear: The Bayer brand is consistently elevated across platforms
Integrated storytelling: Makes it easy to connect multiple brands within a solution
Consistent recognition: Builds familiarity and credibility with customers
By aligning brand architecture with the Code, we ensure a consistent, recognizable presence — whether it’s a campaign, a product touchpoint, or a customer interaction.
Applying the Brand Architecture in Your Work
Lead with Lighthouse Brands
These brands receive campaign priority and strategic visibility.Support House Brands in context
Only communicate House Brands alongside Lighthouse Brands — especially in customer- or crop-specific messaging.Use the Code Design system
This is our toolkit for expressing brand hierarchy, unity, and clarity across all materials and channels.
When strategy and design align, great things happen. With the Lighthouse Brand approach and Code Design working together, we’re creating a brand experience that’s not just visually powerful — but strategically future-ready.
