Advertisements, Posters and Brochures
All these different media have specific requirements. That’s why good readability, top-quality design and customer relevant content are crucial in motivating a customer to start reading.
The Brand Tag is used in the design of all advertisements, posters and brochures. Templates in various formats are available to facilitate design work.
Bayer Cross and Brand Tag dimensions in different formats
The »B-ratio«
The diameter of the Bayer corporate icon is used as a unit of measurement. One of these units is known as a "B".
The basic element for the size and placement of the Brand Tag and the Bayer Cross is the »B-ratio«, which varies for different formats.
To get your B, divide the shorter side of the format by the »B-ratio«.
Alternatively, you can use the list for the most common formats to find the matching
»B-ratio«. If your format is missing, please use the »B-ratio« value of the closest match.
Overview of »B-ratio« for most common formats
| Application | Format | B-ratio | B- | B- | |
| Advertisements, brochure covers | vertical | 100 x 210 mm DIN A5 DIN A4 4.25 x 11 inch 5.5 x 8.5 inch 8.5 x 11 inch | 1:7 1:10 1:10 1:7 1:10 1:10 | 14.3 mm 14.8 mm 21.0 mm | 44 points 40 points 61 points |
| horizon tal | 210 x 100 mm DIN A5 DIN A3 8.5 x 3.25 inch 8.5 x 5.5 inch 17 x 11 inch | 1:7 1:10 1:10 1:7 1:10 1:10 | 14.3 mm 14.8 mm 29.7 mm | 36 points 40 points 79 points | |
| square | 210 x 210 mm 8.5 x 8.5 inch | 1:10 1:10 | 21.0 mm | 40 points | |
| Posters | vertical | DIN A3 DIN A2 11 x 17 inch 18 x 24 inch | 1:10 1:10 1:10 1:10 | 29.7 mm 42.0 mm | 79 points 130 points |
If your format is missing, please use the »B-ratio« value for the closest match.
Use of different Brand Tag formats
Use of Brand Tag on pale and dark backgrounds
If the Brand Tag is placed on a white or pale background, it should be outlined by a black line (0.3 pt).
Brand Tag with full-color and black Bayer Cross
The Brand Tag with the full-color Bayer logo is the preferred version. If the Bayer Cross is smaller than 10 mm in diameter, the Brand Tag version with the black Bayer Cross has to be used.
Typeface Neue Helvetica
The Neue Helvetica typeface is used in all product branding activities. If Neue Helvetica does not exist in a particular language, a comparable font family (e.g. Helvetica, Arial etc.) may be used.
Key Element: Typography & Colors
Design of advertisements, posters and brochure front covers
For Bayer fully endorsed brand level 1, there are two design options regarding size and placement of the Bayer Brand Tag available. Marketers are free to choose their preferred design option that best supports the existing legacy Monsanto campaign and brand material in terms of look and feel.
For all advertising measures intended for the European market, you need to comply with the Crop Protection EU directives.
Rules for design A
Brand Tag size and clear space
The Brand Tag size is defined by the »B-ratio« of the format and based on the size of the Bayer Cross inside the Brand Tag.
The clear space to the external margin of the page and typografic elements is 0.5 B.
Size and position in portrait formats
The Brand Tag is placed in the top left or right corner with a »B-ratio« of 1:10.
Size and position in landscape formats
The Brand Tag is placed in the top left or right corner with a »B-ratio« of 1:13.
Size and position in extreme portrait and landscape formats
The Brand Tag is placed in the top left or right corner with a »B-ratio« of 1:7.
Design A examples
Rules for design B
Combination of the Bayer Cross
and smaller Brand Tag
The size of Bayer Cross is 1 B. The minimum size of the Brand Tag is 0.5 B. The minimum clear space to the external margin of the page and typografic elements is 0.5 B for both elements. The clear space can be increased, depending on what best suits your specific design.
Positioning of the Bayer Cross
You can place the Bayer Cross on the top or bottom on the left- or right-hand side. The Bayer Cross must never be placed in the middle.
Key Element: Bayer Cross
Positioning of the Brand Tag
You can place the Brand Tag on the left- or right-hand side, depending on what best suits your specific design.
Design B examples
Design of brochure back cover
The Bayer Cross, the postal address and the Internet address are placed on the back cover of a brochure on the top or bottom on the left-hand side.
The full-color Bayer Cross must have a minimum diameter of 10 mm, even on the smallest DIN long format.
Key Element: Bayer Cross