Brand Architecture

Bayer is an impressive company with a lot of fascinating, successful and well-known brands. Therefore, it is important we have a brand architecture; a system that organizes our brands, products, and services to help our audiences relate to our business. Discover our so called Bayer Branded House of Brands and help our customers form opinions and preferences for our unrivaled products and services.

Diagram showing a brand hierarchy with three levels: corporate brand at the top, umbrella brands in the middle, and product brands at the bottom.

Brand Architecture

Discover the structure of the different kinds and levels within the Bayer brand universe and find guidance on how to prioritize our brands.

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Bayer logo embossed on a dark blue surface.

Managing trademarks correctly protects our brand

Our brands have a real business value. This value we are protecting through registered trademarks. And because improper trademark usage may ultimately lead to the loss of these trademark rights, we place so much importance on their correct use.

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Colorful text on a light background: LIFE (Leadership, Integrity, Flexibility, Efficiency) and SHE (Sustainability, Safety, Health, Environment).

Symbols and Custom Logos

Symbols and logos may lead to a dilution of the Bayer brand value. What you need to know before the creation starts.

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A pharmacist's hand reaches for a medication box on a shelf filled with various pharmaceutical products.

Our product brands create value

Our product brands are an important component of our brand strategy. And their interplay with the umbrella brand is critical for our business success. In fact, our product brands are on average evaluated 80% more positive when linked to the Bayer brand. That is why the consistent compliance with our design rules is so important.

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Contact

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

identitynet@bayer.com