BASF launches new logo to mark 150th anniversary in 2015

BASF said this change to its brand identity underlines how the company’s collaborative and innovation work with customers and partners contributes to a 'sustainable future’.

Initially, the ‘We create chemistry’ tagline will mainly be used in the logo in circumstances directly related to the company’s 150th anniversary. As of January 1, 2015, it will be applied broadly throughout BASF. The other elements of BASF’s corporate design, for example the six corporate colors, will remain unchanged.

The new tagline is derived from BASF’s ‘We create chemistry strategy’, which was announced in 2011.

Dr Kurt Bock, chairman of the board of executive directors at BASF, said: ‘Since we launched this strategy, BASF has been increasingly focusing on offering its customers functionalized products and solutions based on chemistry as a clever combination of compounds. It is therefore the right time to make the next step and move from ‘The Chemical Company’ to ‘We create chemistry.’

‘The new claim refers not only to science but also to the chemistry between people, which is at the core of BASF and its brand.’

BASF will focus discussions in its anniversary year on three core topics: urban living, as more than 70 percent of the world population will be urban dwellers by 2050 so posing questions of fresh water supply, waste management, and efficient and accessible mobility and housing; smart energy, as dramatically rising demand requires energy derived from more cost-efficient, clean and renewable resources; and food, with the challenge of feeding the world’s growing population by providing a sustainable supply of food one of the most crucial in future decades.

BASF has also launched Creator Space, an online interactive platform to facilitate collaboration on developing products and systems to tackle global challenges related to urban living, smart energy and food throughout the anniversary year. At www.creator-space.basf.com, customers, scientists, the public and BASF experts are invited to exchange thoughts and ideas.

‘Our 150-year history shows that chemistry is an enabler for new ideas and solutions,’ added Bock. ‘Innovation in the 21st Century will require new strategies and tools, and social networks are an important part of the mix. We invite everyone to join the conversation on Creator Space online.’