BASF alters logo to mark 150th anniversary

11:51 AM | September 3, 2014 | Ian Young

BASF says it will modify its logo to mark the company's 150th anniversary in 2015. The slogan We create chemistry will be introduced into the logo, replacing The Chemical Company, BASF says. "This change to the company's brand identity underlines how BASF collaborates and innovates with customers and partners to contribute to a sustainable future," the company says.

"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," says BASF chairman Kurt Bock.

"We create chemistry" will initially be used mainly in the logo in circumstances directly related to the company's 150th anniversary. From 1 January 2015 it will be applied broadly throughout BASF. The other elements of BASF's corporate design, including its six corporate colors, will remain unchanged.

BASF, meanwhile, has launched an interactive platform, called Creator Space, online at www.creator-space.basf.com, where customers, scientists, the public, and BASF experts are invited to exchange thoughts and ideas. Insights from the online conversation will form the basis for discussions at live and virtual cocreation events worldwide during 2015.

BASF will celebrate its 150th anniversary on 23 April 2015.