The new public face of the Bayer brand, via Landor Associates, is “dynamic, open, personal.” As Bayer CEO Werner Baumann explains: “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.” Landor’s design seeks to reconciles Bayer’s long heritage with the challenges facing a large multinational company in today’s digital world as well as to reflect the company’s recent repositioning to focus on health and nutrition. The evolution is manifest in online and offline visual and audiovisual media, in the well-known Bayer Cross logo, and in color scheme, photographic style and font. Colors and images are now more vibrant, warm and dynamic, the look more open and cosmopolitan, and the logo is optimized for digital use. At the same time, say Landor officials, the look is unmistakably that of the Bayer brand which dates back to 1863.
Dr. Michael Preuss, head of Communications and Public Affairs at Bayer, in a recent blogpost wrote: “A company’s brand must reflect such far-reaching changes. We have accordingly revamped our global brand to give it a fresh new look and feel.
Our redesigned website is now online, and the BayArena’s perimeter advertising has already introduced the Bundesliga audience to Bayer’s new colors and visuals. At Bayer, we recognize that our brand is one of our most valuable assets. These days, strong corporate brands play a more important role than ever in a company’s commercial success. And their importance will continue to grow since they convey the company’s values to its customers and stakeholders.”