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.

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