Combining tradition with modernity: Bayer hones its brand profile

Dynamic, 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.

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