One company, one brand, one mission
#TeamBayer is all in for Health for all, Hunger for none
At Bayer, we are all in – united by a shared commitment to improving lives through science and innovation. Our mission – Health for all, Hunger for none – drives us to challenge the status quo and constantly push boundaries. Guided by the most essential human needs, we go beyond expectations to deliver products and solutions that truly make a difference. As one team, we are inspired, innovative, and deeply invested in shaping a future where health and nutrition are accessible and sustainable for all. And until our mission is fulfilled, we won’t rest.
A value-creating brand, driven by a committed #TeamBayer and a bold mission
Our mission is bold and challenging. That’s why we must join forces and fully harness our skills and resources. Above all, this means leveraging our brand – because nothing reflects our mission more clearly. For over 160 years, the Bayer brand has stood for competence, quality, and trust – making it our most valuable intangible asset. But what makes it truly valuable? At the heart of it is the trust of those who matter most: our customers. Every day, millions of farmers, patients, healthcare providers, and consumers around the world count on Bayer to make their lives better. This promise is both a privilege and a responsibility. We’re all stewards and ambassadors of our brand, empowered to bring it to life in everything we do.
The Bayer Cross is more than an iconic symbol – it’s the embodiment of who we are and what we stand for. It carries the full weight of our reputation, inspiring trust, fostering positive perceptions, and creating value across every business, audience, and geography. A powerful asset, the Bayer Cross drives real financial impact and anchors the strength of our brand across the world.
The blue side of the Bayer Cross represents science, performance, and reliability, while the green side symbolizes innovation, sustainability, and a focus on life. Together, they form a promise: wherever the Cross appears, it stands for trusted innovation, reliable performance, and a credible vision.
Ready for some proven numbers?
At 87.4%, our brand awareness stands strong in our industries.*
And when customers know they’re looking at a Bayer product, there’s a 68% more positive evaluation.**
That is why the brand value increased significantly by 13.3%, surpassing the previous peak from 2019 and reaching an all-time high of $6.22 billion in 2025. ***
* Global Brand Tracking 2024, LMU Munich and Dialego on behalf of Bayer;
** Bayer Brand Uplift Study 2024, LMU Munich and Dialego on behalf of Bayer
*** Bayer Brand Valuation Report 2025
Bayer Brand Model
Our brand model is the strategic foundation of our brand. It defines and drives who we are and what we stand for: Encircling our iconic Bayer Cross are the three key strategic aspects of our brand.
Health for all, Hunger for none is our mission. It's the most important aspect of our brand, capturing our aspiration and motivation for everything we do: providing health and nutrition for millions of patients, farmers, and consumers.
Our mission is underpinned by leading trusted innovation in the life sciences. It is the combination of ambition, scientific competence and a deep sense of responsibility that enables us to consistently deliver innovative and impactful high-quality solutions for the most essential human needs.
'Visionary, Passionate and Optimistic' define our brand personality. They guide our execution of the brand and appearance and expression via visual, verbal, sonic and live experiences.
Brand narrative
How it all comes together
At Bayer, we want to make lives better. We believe that trusted science is the key to achieving our mission: 'Health for all, Hunger for none‘.
With vision, passion and optimism, we’ve brought essential products and solutions to millions of patients, farmers and consumers around the globe. We've become a trusted brand that everyone, everywhere can rely on. Together, we're helping to improve life.
Now, we keep asking: what more can we do? What if we could create a world where everyone has access to health and nutrition? It’s a big question – but it challenges our thinking, keeps us deeply engaged, and drives us to go all in. We’re bringing together ambition, knowledge and commitment to get closer to this future.
We continue to harness the power of science to deliver world-leading, trusted innovation – driving sustainable solutions in health and nutrition that make a real difference. Because when we lead with vision, act with passion, and believe in progress, we create more than innovation: we build trust, inspire unity, and strengthen resilience – for people, communities and the planet.
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