Typography & Colors

A single corporate typeface allows the identity of our company to be expressed in an unmistakable fashion. It distinguishes our company from all the other "me-too" corporate designs, underlines the corporate brand character and is a constant endorsement of the Bayer brand heritage. Consistant implementation of a single corporate typeface boots the corporate brand. Reverting to a typeface of convincing quality results in a typography of pleasing readability and quick orientation. For Crop Science complete endorsed brands, the Neue Helvetica typeface and a clearly defined color coding are used in all product branding activities.

Typeface Neue Helvetica

Crop Science’s corporate font is the New Helvetica family. Its modern and timeless appearance, clean lines and universal application made it the typeface of our choice. The various New Helvetica typefaces must be used for all brand communication measures.

• We use a range of Neue Helvetica weights for print and digital applications developed by design professionals.

• Neue Helvetica is available in a large range of weights and styles. Only use the weights listed below.

• No specific text sizing rules apply. Use text sizes appropriate for the application and format that suits your design requirements.

Exceptions: when to use Arial

• If Neue Helvetica does not exist in a particular language, a comparable font family (e.g. Helvetica, Arial, etc.) may be used.

• For Microsoft^® Office^® applications, such as PowerPoint^® or Word^® and other on-screen applications the system font Arial is used in place of New Helvetica.

Product category colors for Crop Protection

Precisely defined colors are to be used for the various product categories. These colors serve to identify the product categories and must not be altered in any way.

The five colors of the product categories – Fungicides, Herbicides, Insecticides, SeedGrowth and Others – must be consistently used in all brand communication measures. They create a high recall effect and make it easier to categorize and handle the products.

Bayer Arrow Green for Brand Tags and Brand Labels

Bayer Arrow Green is the color used for both arrows in the Brand Tag and Brand Label. On packaging (e.g. carton boxes) the color of the upper and lower stripes is also Bayer Arrow Green.

Color libraries for Crop Protection

Use of a color library in Illustrator and InDesign:

• Color Palette –› Menu Command –› Open Color Library –› Menu Command –› Different Library ...

• Open target directory –› Select corresponding “.ase” and load

• The selected colors are now available in the Color Palette

Color examples

Color examples for use in Brand Tags

Color examples for use as product color listing