Manual introducción y elementos basicos bayer

Edition: January 2007

Corporate Design Guidelines For any further questions concerning the Corporate Design Guidelines of Bayer MaterialScience please contact: Frank Pรถttgen, Communications via E-mail: frank.poettgen@bayerbms.com

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Introduction Basic Elements Stationery Signage Print media Bayer Cross and Product Logos Vehicle Markings Online Applications HR Recruitment Workwear Trade Shows and Exhibitions Miscellaneous

„Image always has the last word.� Roland Barthes.

New directions and international goals call for a clear, consistent corporate identity. That of Bayer MaterialScience combines the traditional with the contemporary, expressing a forward-thinking, pioneering mindset. The following pages illustrate the mandatory corporate design guidelines. Used consistently, they serve to reinforce the inherent strength of the brand and portray an outward image of the company that is both compelling and appealing.

Introduction 0.0 0.1 0.2

Bayer MaterialScience – The Corporate Design Brand Architecture

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Introduction

0.1

Bayer MaterialScience – The Corporate Design

As far back as 1904, Hans Schneider developed the Bayer Cross which has since evolved into a powerful brand symbol of quality, trust and groundbreaking research recognized far and wide. It is an historical landmark.

1904

1929

1989

2002

The new, contemporary Bayer Cross represents the platform for all corporate design measures. These are binding rules geared to conveying a unified, striking corporate image.

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Introduction

0.2

Brand Architecture

The logical result of Bayer’s powerful corporate identity as a global enterprise is a coherent brand architecture that guarantees an eloquent visual signature.

By presenting all Group companies, business units and affiliates under the Bayer family brand, the structure and identity of the Group are brought into clearly consistent, unmistakably vibrant focus.

All Group company logos are designed according to the same principle. They are distinguished by means of different coloring of logotype.

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Introduction

0.2

Brand Architecture

Pantone 368

Pantone Cool Gray 8

Pantone Process Blue

Pantone 3125

Pantone 326

Pantone Process Black

Clarity of vision is reflected in visual consistency.

A corporate philosophy expresses itself in the concentrated and sensitive interaction between the logo, the color scheme and the font, representing values such as modernity, reliability, innovative strength, quality and a global character.

Basic Elements 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7

Logo Application of the logo Monochrome version of the logo Unacceptable applications of the logo Color gradient strip Corporate fonts for print media and trade shows/exhibitions Use of corporate fonts for print media and trade shows/exhibitions

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Corporate fonts for other applications Corporate colors

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Basic Elements

1.1

Logo

The core element of corporate design is the logo, representing the most important competitive success factor and shaping the company’s public image.

The logo is based on the family brand symbol, the Bayer Cross and the Bayer MaterialScience family brand with an autonomous, characteristic typeface.

The Bayer-Cross and logotype are combined in a fixed proportional ratio.

In all communications media both internal and external, the confident, cutting-edge 3-D look ensures powerful, high-impact recall value.

Wherever possible, the logo should be used in color, as a three-dimensional symbol or with a 3D look. It must not be modified or redrawn.

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Basic Elements

1.2

In order to achieve maximum impact, the logo must always be positioned with a generous amount of free space surrounding it. As a general rule, placement within the format is predefined for each specific medium.

Otherwise, the minimum distance rule of 1/3 of the diameter of the cross should be observed.

Application of the logo

0.37x

x

x

0.24 x

x

x

x

x

x

Recommended distance

1/3 x 1/3 x

x

1/3 x

Minimum distance

x

1/3 x

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Basic Elements

As a general rule, the logo should appear as a unified entity.

In the case of business stationery, however, the Bayer Cross and logotype are used in isolation in order to reinforce the brand symbol and generate greater dominance. The design guidelines are defined in the relevant sections and must be strictly observed in order to achieve a unified profile for Bayer MaterialScience in keeping with its significance and stature.

Whenever the colored cross is used, the colored logotype should also be used.

1.2

Application of the logo

The horizontal version is standard. The vertical alternative is only used in applications which require the Bayer Cross to play a dominant role, as in signage.

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Basic Elements

1.2

Application of the logo

Larger than 50 mm: Large

Bayer’s colored logo LARGE should be used as from a cross diameter of 50 mm.

50

50

319.5 mm

50

117.3 mm

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Basic Elements

1.2

Application of the logo

From 15 mm up to 50 mm: Small

Bayer’s colored logo SMALL should be used as from 15 mm up to a cross diameter of 50 mm.

50

50

319.5 mm

50

117.3 mm

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Basic Elements

1.2

Application of the logo

From 7 mm up to 14 mm: Mini

Bayer’s colored logo MINI should be used as from 7 mm up to a cross diameter of 14 mm.

14

14

88.8 mm

14

32.8 mm

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Basic Elements

1.2

Application of the logo

From 10 mm up to 15 mm: Lineart color

The spot color version LINEART COLOR can be used by a cross diameter from 10 mm up to 15 mm.

15

Larger than 5 mm: Lineart

5

If the cross diameter is less than 7 mm, change to the LINEART version.

5 15

Cross diameters of less than 5 mm are not permissible.

31.9 mm 96.1 mm

5 15

11.6 mm 35.4 mm

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Basic Elements

1.2

Application of the logo

Larger than 15 mm: Grayscale

If larger than 15 mm, the GRAYSCALE version can be used.

15

15

96.1 mm

15

35.4 mm

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Basic Elements

1.3

Monochrome versions of the logo

In cases where the colored logo versions cannot be used for technical or financial reasons, single-color logos are also available. The same design guidelines as for the colored logo version apply.

Grayscale version This logo may not be used with a cross diameter any smaller than 15 mm.

Lineart version positive This logo may not be used with a cross diameter any smaller than 5 mm.

The logo with the Bayer Cross in a 3-D look should be used by preference. A lineart version of the logo represents a simpler option. In order to guarantee optimum presentation of the logo, care should be taken in choosing which of the two logo versions is used.

Lineart version reverse This logo may not be used with a cross diameter any smaller than 5 mm.

3-D lineart version This three-dimensional lineart version of the Bayer Cross is used exclusively in internal memos, and circulars.

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Basic Elements

Incorrect usage of the logo undermines the purpose of corporate design and detracts from the overall look of the company.

In order to guarantee a homogeneous image, corporate design guidelines must be consistently applied.

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Unacceptable applications of the logo

Bayer MaterialScience No borders

Typeface should not be changed

Color should not be changed in any element of the colored logo

Corporate names should not be displayed incomplete

As a general rule, the Bayer Cross and logotype should not be used separately. The colors and form are binding and must not be modified.

The logo data formats must not be modified.

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Basic Elements

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Color gradient strip

4c-Euroscale

Another important design element is the gradient strip along the left-hand edge of print media.

100% yellow 65% cyan

Spot colors 100% Bayer Green

The strip follows a linear gradation from 100% Bayer Green through 5% black to 100% Bayer Blue.

The width of the color gradient strip is governed by the width of the format.

It follows a linear gradation from 100% Bayer Green through 5% black to 100% Bayer Blue. Its size is defined for each specific medium. In the area of outdoor signage, the gradient strip has been individually modified for each specific application.

5% black

5% Bayer Green 5% Bayer Blue Sample applications Name badges Door signs, video cases, CD-ROMs, table pylons

100% cyan 10% magenta 10% black

100% Bayer Blue

Format width Color strip width 0 to 85 mm

3.5 mm

86 to 180 mm

4 mm

Brochures

181 to 210 mm

5 mm

Presentations

211 to 300 mm

6 mm

301 to 350 mm

8 mm

351 to 400 mm

10 mm

Interior signs

401 to 500 mm

14 mm

Exterior signs

501 to 600 mm

20 mm

Pylons

801 to 900 mm

50 mm

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Basic Elements

The corporate fonts for print media (Chapter 4) and for tradeshows/exhibitions (Chapter 10) are a combination of FF Meta 1 and FF Meta 2 or alternatively Meta Plus.

These fonts must be used with consistency in all adverts presenting Bayer MaterialScience.

In addition to the fonts shown here, it is also possible to use the corresponding italic styles.

If FF Meta 1 und FF Meta 2 is not available, use Meta Plus.

The fonts can be obtained from suppliers such as FontShop AG, Berlin, Germany, Tel. +49(0)30-695960, www.fontshop.de.

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Corporate fonts for print media (chapter 4) and trade shows/exhibitions (chapter 10)

abcdefg hijklmno PQRSTUVWXYZ

FF Meta Normal

1234567890 & ? ! : ; FF Meta Normal This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

FF Meta Medium This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

FF Meta Bold This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

FF Meta Normal Caps FF Meta Book Caps This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

FF Meta Bold Caps This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

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Basic Elements

The only area in adverts and brochure titles where FF Meta 1 and FF Meta 2 is manadatory as a font is on BMS Level 3 (see print media, chapter 4).

On BMS Level 2 it may be necessary to distinguish between various Bayer Material-Science product names. To achieve this purpose, other fonts are permitted, this being the only occasion when this is the case.

A detailed definition of FF Meta is provided in chapter 4 (print media) and chapter 10 (trade shows and exhibitions).

The fonts can be obtained from suppliers such as FontShop AG, Berlin, Germany, Tel. +49(0)30-695960, www.fontshop.de.

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Use of corporate fonts for print media (chapter 4) and trade shows/exhibitions (chapter 10)

This is a headline

FF Meta Bold Caps

This is a headline This is a subline This is a subline

FF Meta Bold

FF Meta Medium

FF Meta Medium Caps

Body text FF Meta Book Kundwet tab inschoder guaredisch ank neum bonter montsat grunden mesu doler tag firm dellerstift buschboint monta finetema dre witer dogal prieb nei hjsch tenta finetemat dogal prieb nesch tertril kom.

Body text FF Meta Medium Kundwet tab inschoder guaredisch ank neum bonter montsat grunden mesu doler tag firm dellerstift bussat gru den mesu doler tag firm dellertift buschboinmonta finetemat dogal prieb nesch tertril kom.

Highlights within body text FF Meta Bold Kundwet tab insch oder guaredisch ank neum bonter sat grunden mesu doler tag firm dellerstift busch boint monta finetema dre witer dogal prieb neihjsch tertril komag firm.

Highlights within body text FF Meta Bold Kundwet tab insch oder guaredisch ank neum bonter sat grunden mesu doler tag firm dellerstift busch boint monta finetema dre witer dogal prieb neihjsch tertril komag firm.

Margin text FF Meta Book Italic

Caption FF Meta Medium

schab nekuff tirleben kenit et sumsaidade kuk let sum rit fus muzz mittan webe reten kann Kundwet tab inschoder guaredisch ank neumyx bonter montsat grunden mesu doler tag firm dellerstift buschboint monta finetema dre witer dogal prieb nesch tertril kom mesu tag firm.

Guaredisch nedunfegla schab nekuff tirleben

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Basic Elements

Except in print media and trade shows and exhibitions, use New Helvetica and Times as the corporate font families in corporate communication at Bayer MaterialScience (e.g. internal communication, business letters, business equipment, labeling).

New Helvetica is the dominant font for headlines and highlights.

A variety of different font styles are available for different applications.

Use the system font Arial for any PC applications.

If New Helvetica is not available or if this is expedient for practical purposes, then it is also possible to use the standard version of Helvetica.

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Corporate fonts for other applications

abcdefg hijklmno PQRSTUVWXYZ 1234567890 & ? ! : ; 45 New Helvetica Light This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

55 New Helvetica Roman This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

75 New Helvetica Bold This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

New Helvetica Times New Roman Regular This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc..

Times New Roman Bold This is dummy text with the sole purpose of demonstrating to the reader the general appearance and effect of elements such as the font family, font style, character spacing, line spacing, etc.

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Basic Elements

The color scheme is the vital, powerful and emotive platform of a company’s corporate design. It enlivens and gives identity to its corporate identity. The primary color in the color scheme of Bayer MaterialScience is MaterialScience Green. It is ideally complemented by Bayer Green, Bayer Blue, silver and four different gray tones and their gradients. For creative use in various media of communication, the color palette can be expanded to include blue, red and yellow.

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CMYK RGB Pantone HKS RAL

Corporate Colors

MaterialScience-green green

blue

silver

gray 1

gray 2

gray 3

gray 4

87/0/38/0 0/153/153 326 51 5018

100/10 /0 /10 0/153/204 Process Blue 47 5015

– – 8401 silver –

0/0/0/79 36/39/44 Cool Gray 11 93 7012

0/0/0/65 85/86/97 Cool Gray 9 92 7037

0/0/0/60 153/153/153 Cool Gray 8 92 7046

0/0/0/35 197/198/201 Cool Gray 5 91 7004

MaterialScience Green is the dominant color in the primary color scheme of Bayer MaterialScience, supplemented by green, blue, silver and four gray tones. These colors are universally used. In addition there is a secondary color scheme – with blue, red and yellow – for charts, diagrams and tables in brochures and PowerPoint presentations.

65/0/100/0 0/204/0 368 67 6018

All colors have been defined on the available scales.

Do not use any other colors or mixed tones.

If you use HKS or RAL colors, use the logo formats for special colors on the Pantone scale.

CMYK RGB Pantone HKS RAL

100/87/0/2 25/51/128 2738 42 5002

0/100/62/0 202/17/40 199 15 3002

a0/28/76/0 255/175/64 142 4 1032