Combining tradition with modernity: Bayer hones its brand profile

BayerDynamic, open, personal: From today forward, these attributes will be the new public face of the Bayer brand. As CEO Werner Baumann explained: "Our brand is our most important distinguishing feature. People from all over the world have been placing their trust in Bayer for more than 150 years." The new brand thus reconciles Bayer's long heritage with the challenges facing a large, multinational company in today's digital world especially. With the company's focus on health and nutrition, it was time to reflect these changes in Bayer's brand.

The evolution of Bayer's brand is evident in all areas: in online and offline visual and audiovisual media, in the legendary Bayer Cross logo, and in the color scheme, photographic style and font used. Bayer's colors and images are now more vibrant, warm and dynamic. Its external look is more open and cosmopolitan, and the Bayer Cross has been carefully adapted to meet the needs of today's digitally connected world. At the same time, the look remains unmistakably that of the Bayer brand - after all, the name has represented expertise and quality the world over since 1863.

Read more about this subject in the recent blog post by Dr. Michael Preuss, head of Communications and Public Affairs at Bayer: https://www.magazine.bayer.com/en/a-strong-brand-can-t-rest-on-its-laurels.aspx

About Bayer

Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Its products and services are designed to benefit people and improve their quality of life. At the same time, the Group aims to create value through innovation, growth and high earning power. Bayer is committed to the principles of sustainable development and to its social and ethical responsibilities as a corporate citizen. In fiscal 2017, the Group employed around 99,800 people and had sales of EUR 35.0 billion. Capital expenditures amounted to EUR 2.4 billion, R&D expenses to EUR 4.5 billion.

Most Popular Now

Pfizer and Lilly announce top-line results from lo…

Pfizer Inc. (NYSE:PFE) and Eli Lilly and Company (NYSE:LLY) announced top-line results from a Phase 3 study evaluating tanezumab 2.5 mg and 5 mg. The objective of the stu...

Bristol-Myers Squibb reports first quarter financi…

Bristol-Myers Squibb Company (NYSE:BMY) today reported results for the first quarter of 2019 which were highlighted by strong demand for Opdivo (nivolumab) and Eliquis (a...

AstraZeneca starts artificial intelligence collabo…

AstraZeneca and BenevolentAI today began a long-term collaboration to use artificial intelligence (AI) and machine learning for the discovery and development of new treat...

Comprehensive tumor profiling promises new therape…

The WINTHER trial, NCT01856296, led by investigators from Vall d'Hebron Institute of Oncology - VHIO (Spain), Chaim Sheba Medical Center (Israel) (Raanan Berger), Gustave...

Walnuts may help lower blood pressure for those at…

When combined with a diet low in saturated fats, eating walnuts may help lower blood pressure in people at risk for cardiovascular disease, according to a new Penn State ...

Amgen ignites a social fitness movement to support…

Amgen (NASDAQ:AMGN) launched the Breakaway Challenge initiative, a national social fitness program to motivate individuals to take action in their health and to support t...

Chemotherapy or not?

Case Western Reserve University researchers and partners, including a collaborator at Cleveland Clinic, are pushing the boundaries of how "smart" diagnostic-imaging machi...

Drugs to prevent stroke and dementia show promise …

Treatments that prevent recurrence of types of stroke and dementia caused by damage to small blood vessels in the brain have moved a step closer, following a small study...

Possible link between autism and antidepressants u…

An international team led by Duke-NUS Medical School has found a potential link between autistic-like behaviour in adult mice and exposure to a common antidepressant in t...

Personalizing precision medicine with combination …

Precision oncology often relies on treating patients with a single, molecularly matched therapy that targets one mutation in their tumor. In a report, published online in...

Researchers define Alzheimer's-like brain disorder

A brain disorder that mimics symptoms of Alzheimer's disease has been defined with recommended diagnostic criteria and guidelines for advancing future research on the con...

Amgen and Syapse enter precision medicine collabor…

Amgen (NASDAQ:AMGN), a world leader in biotechnology, and Syapse, a company powering precision medicine insights through its global provider network, announced a precisio...