The Bayer Brand // How to unleash the full potential
The Bayer Brand // Our holistic brand approach
The Bayer Brand // A trusted brand
The Bayer Brand // Strong and resilient
The Bayer Brand // More than just a logo
The Bayer Brand // Get in touch
The Bayer Brand

How to
unleash the full
potential

At Bayer, we believe it’s possible to create a better world. One where health care and nutrition are available for all. One where science and innovation help people and the planet thrive.

Challenges

With our products and services, we want to serve the essential needs of health and nutrition by supporting efforts to master the major challenges presented by a growing and aging global population.

Power of Science

We might have not all the answers, but through the power of science we strive to make today, tomorrow and the future better – so everyone has the chance to live the best possible life.

Mission Focus

Health for all, Hunger for none is our stated mission, our singular ambition and fundamental agenda in the world supported by our capabilities in innovation. All our activities are based on it.

Mission and Brand

Our employees have different backgrounds, job roles, workplaces, areas of expertise, and personalities – but the Bayer brand and the mission “Health for all, Hunger for none” reminds us that we’re all working towards the same goal.
TRUST
UNITY
RESILIENCE

Our holistic
brand approach

UNITY TRUST RESILIENCE
The Bayer brand conveys the spirit of UNITY, TRUST and RESILIENCE – helping us stay on track to fulfil our mission, helping people and planet thrive.
competence
quality
trust

Reputation

For generations, Bayer has stood for competence, quality and trust.
To make a positive impact for people and our planet, we infuse our passion, optimism, and mission into everything we do.
Crop Science
Pharmaceuticals
Consumer Health

Divisions

Our people work across the world in Crop Science, Pharmaceuticals and Consumer Health. They make Bayer what it is and enable our world-changing impacts.
Visionary
Passionate
Optimistic

Brand Personality

‘Visionary, Passionate and Optimistic’ define our brand personality. They guide our execution of the brand and appearance and expression via visual, verbal, sonic and live experiences.

One Bayer –
One Brand

With a strong, unified brand we operate effectively, and strengthen our impact as ONE Bayer. Together we live our brand values – represented by our mission and personality.

A Trusted
Brand

We believe in our product solutions and in what we do. Our research shows that Bayer is a trusted
brand that everyone,
everywhere can
rely on.

Brand uplift

67% on average more positive evaluation of product brands (cross-division and -country) when Bayer as manufacturer is known.
(As at 2024)

Revenue Support

87% higher willingness to pay a price premium for a Bayer product. A strong, premium brand increases willingness to pay higher amounts for products or services – thereby helping keep revenues high.
(As at 2024)

Net Promotion Score (NPS)

108% higher willingness to recommend a Bayer Product. A strong Bayer brand increases the likelihood that stakeholders will recommend us to others – a powerful marketing boost.
(As at 2024)
0

Customer
Focus

Leveraging the Bayer brand means putting customers first, ultimately adding value to our company. Customers who recognize our brand evaluate our products positively and stay loyal.

Strong
and resilient

The Bayer Cross can be considered as the most distinctive asset. It serves as the carrier of the brand’s reputation where stakeholders bundle the experiences they made with Bayer.

health

agriculture

Products
and Solutions

Across Bayer’s history, we’ve brought essential products to millions around the globe. And we’ve innovated to create new solutions and concepts in health and agriculture.

Bayer Cross

Today, the Bayer Cross represents:
//Our progressive, warmer and outward-focused side, symbolized by the green color.
//Our scientific heritage and competence, visualized by the blue color.
//Protection, commitment, perfection and a holistic approach represented by the circle.

Likability

Just as the green side of our logo represents our approachable and people focused nature, we’re striving to reflect our likable personality in every area of the brand.

Mission and Brand

We won’t do it alone – but tighter with our employees, our stakeholders and society. That’s why the Bayer brand is crucial:
It brings us and keep us together to fulfil our mission Health for all, Hunger for none.

More than
just a logo

Our brand is more universal than ever. Visually, it is the Bayer Cross – but it is also our color palette, typography, photography and our dynamic appearance.

Holistic
Approach

It also includes how we sound, talk, speak and write, and the way we interact with colleagues, customers and the public in general.

Dynamic and
progressive

By combining all our brand elements, we enable mutual understanding and create a dynamic and progressive look and feel that is unique to Bayer.

Sustainability

We aim to drive progress towards a more sustainable world. It’s important that our brand reflects that, with our warm and vibrant visual, verbal and sonic brand identity.

Inclusion
and empathy

We are an inclusive and empathetic company. A place where people love what they do and strive to make a real difference to people and the planet.
And our Bayer brand is part of it!

Our Global
Brand Portal

Visit our global brand portal and browse the resources you need, from its meaning and important to the visual, sonic, and verbal ingredients and many examples.
Accessibility
External partners can use our Identity Net too – they just need authorization from their contact at Bayer. Get in touch with them to request access if you’re working on a project that requires strong knowledge of the Bayer brand.

Iconic Bayer Brand

Get familiar with our product portfolio, including world-famous product brands that have shaped the iconic Bayer brand. All of these have contributed to our global reputation of competence, quality and trust.
Visit our website for further information.
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