Bayer in Radiology Brand Guidelines

A clear and structured brand hierarchy, together with aligned branding across the entire portfolio, eases navigation of our complex portfolio of well-connected offerings for our customers and partners. Our offerings are clustered into brand families. Our logos and visual elements ensure consistency. As a result, our portfolio conveys a cohesive image and benefits from Bayer’s strong global brand reputation.

The guideline gives you a detailed overview of:

1. Strategic Goals & Campaign Tools

The Bayer in Radiology brand identity platform is designed to help transform how we engage with customers. It supports our journey to become the go-to company for radiology HCPs in three distinct ways:

1. Through carefully listening to their concerns and challenges.
2. Through eagerly learning what is on top of their minds.
3. Through ambitiously leading into the future of Radiology through co-creation and our commitment.

2. Engagement Mechanic

Our "Can We" questions can be thought-provoking and are designed to inspire conversations with customers and define answers together. In addition, they help us to identify our customers’ biggest challenges and to develop and deliver relevant solutions that tackle their specific needs.

3. Visual Identity and Tonality

Our refreshed design elements shape a modern visual language of Bayer in Radiology. These elements support customer engagement and make our brand stand out while building on our established and earned brand equity.

Our new brand promise "See the Possible. Create The Future. > Bayer in Radiology” encapsulates our ambition to shape the future of radiology through innovation and co-creation, inspiring the community, our customers, and partners to join us in realizing this vision.

We know that the company image, our strong sales teams and well-established relationships to our customers together with our innovative equally impact purchase decisions.