BASF is introducing “We create chemistry” in its logo, which underlines how the company collaborates and innovates with customers and partners to contribute to a sustainable future.
The new claim is derived from BASF’s “We create chemistry” strategy, which was announced in 2011.
“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,” says Dr. Kurt Bock, chairman of the board of executive directors of BASF.
“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.”
From January 1, 2015, the claim will be applied broadly throughout the company.
The other elements of BASF’s corporate design, for example the six corporate colors, will remain unchanged.
With the company purpose “We create chemistry for a sustainable future”, it aims to bring together people and ideas in a process of co-creation.
The company is inviting people to collaborate on developing solutions to global challenges related to urban living, smart energy and food throughout the anniversary year.
It has thus launched an interactive platform called Creator Space online for its customers, scientists, the public and BASF experts to exchange thoughts and ideas.
In 2015, insights from the online conversation will form the basis for discussions at numerous live and virtual co-creation events around the world.
The aim is to use the anniversary year to drive innovation and make a lasting contribution to society and BASF’s business.
