Brand Identity

The brand positioning and its mission can be seen as the brand’s brain. The skin is built of its identity and expresses how the brand should be experienced by our customers and all the other target audiences. We at Bayer pursue a holistic brand approach addressing as much senses as possible with our Visual, Verbal, and Sonic Identity.

Our strong Bayer brand shines through the consistent application of our visual and verbal identity in our daily work and in the way we interact with others inside and outside the company. That’s our holistic approach to expressing our brand. While adhering to our guidelines can sometimes pose a challenge, we offer valuable tools and recommendations to enable you to utilize them confidently in your day-to-day business.

Our Visual Identity

Typography

Our corporate typeface is Bayer Sans. Distinctive, modern and highly legible, it gives our communications a fresh look.

Diagonal stripes in various shades of blue, green, purple, and red on a dark background.

Color

Our characteristic color palette helps create a consistent and recognizable brand across the world. Use the precise hues and tones defined.

Graphic Devices

Our dynamic angle is the basis of our graphic device. The angle concept originates from our brand typeface Bayer Sans.

Photography

Our imagery brings life our brand values. We use photography that’s warm, vibrant and colorful, buzzing with dynamism and energy.

Two adults are joyfully swinging a child between them inside a bright room. The child holds a stuffed toy.

Corporate Videos

The most important aspect of the video content is to create authentic and vibrant stories that respond to our Brand Model.

Logo Finder

Our Verbal Identity

Corporate Language

We confirm American English as our official Corporate Language, including some exceptions of the rules and their reasons.

Text on a blue background reads "visionary" in light blue, "optimistic" in green, and "passionate" in red.

Brand Tonality

How the tone of voice and the style of writing supports to shape our distinct Bayer personality and to bring our brand identity to life.

lnclusive Language

We offer a high-level global framework which helps to reflect Inclusion and Diversity in context of language.

Company and Divisions

How to best use our company brand – Bayer – in the most understandable, customer-centric and value-creating language.

Formality and Style

Useful tips to be empowered to make the most consistent and correct use of language.

A woman wearing glasses smiles at a man during a conversation.

Information Hub in Controversal Topics

Join in difficult conversations about agriculture and healthcare. The page is reachable for Bayer users with access to the Bayernet only.

Our Sonic Identity

Sonic Image and Music

Our sonic image and music are important parts of our brand identity and contribute to the Bayer brand ecosystem.

Contact

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

identitynet@bayer.com